Camp Jeep Entertains Drivers with 180 Activity Tents - Event Marketer

Camp Jeep Entertains Drivers with 180 Activity Tents

DB_Silver_DaimlerChrysler Jeep_2003 Ex
Brand: DAIMLERCHRYSLER
Agency: BBDO DETROIT
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2003

It wouldn’t be an awards program without DaimlerChrysler’s Camp Jeep making an appearance. The annual three-day gathering of Jeep owners—conceived to strengthen the bond between owner and brand, and introduce new products—keeps getting bigger and better, with the 2002 incarnation (Jeep’s eighth) drawing 9,000 peeps from 40 states paying $295 per vehicle to attend.

Nine hundred acres in Branson, MO, were transformed into a small city boasting 180 activity tents across nine distinct “villages.” From roundtable discussions with Jeep engineers to off-road driving tracks to fan fests, concerts and fireworks, this wasn’t your typical ride and drive. Jeep 101 courses introduced beginners to the world of Jeeping; advanced activities gave adrenaline junkies the rush they were cravin’ and an action sports area (BMX biking, mountain boarding, kayaking) got younger consumers involved. Indeed, there was something for everybody (and we mean it), which is why Camp Jeep continues to epitomize what a true branded connection with the target really is.

BBDO invited owners and prospects, then managed registration and invite conversion online. Some 91 percent of attendees said they’d buy another Jeep based on their experience, 93 percent would recommend Camp Jeep to their best friend and 87 percent said they’d be back in 2003. Add to those figures the $16.8 million in free media hits (524 million impressions) that were generated and it’s easy to understand why DaimlerChrysler has doubled its efforts in 2003 with a pair of Camp Jeeps (new price is $325)—the first taking place late this month in Charlottesville, VA, and the second, dubbed Camp Jeep California, set for mid-August in Santa Barbara.

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