Jeep Takes Off-Roading Indoors at the NY Auto Show - Event Marketer

Jeep Takes Off-Roading Indoors at the NY Auto Show

DB_Silver_DaimlerChrysler_2005 Ex
Brand: DAIMLERCHRYSLER
Agency: GEORGE P. JOHNSON
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2005

The Camp Jeep owner-loyalty program has long helped Jeep cement relationships with its passionate consumer base in the great outdoors. But would the concept work among new prospects—and inside a convention center? Betting the answer was yes, DaimlerChrysler deployed a scaled-down Camp Jeep at the New York International Auto Show, setting up a 30,000-square-foot indoor all-terrain course for consumers to check out.

Visitors could hop behind the wheel of a new Jeep (with an expert guide along for the trip) and maneuver over a water hazard, 15-foot high dirt hill and gravel pit for a taste of the Jeep experience. More than 4,000 yards of dirt, rocks and other materials were hauled in to create the course.

The setup also included interactive games, a kids zone and live music from 20 different acts. More than 300,000 people stopped by during the nine-day show, and 53 percent of visitors said they’d be more likely to consider buying a Jeep.

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