Jeep Debuts New Advertising Campaign in Conjunction with ESPN X Games Aspen Sponsorship
AUBURN HILLS, MI--Jan. 17, 2014: Jeep brand to debut new .30-second commercial in conjunction with X Games Aspen 2014 on Saturday, January 18 Spot to feature Warner Bros. Television's Rankin/Bass "Mr. Snow Miser" song Campaign to also include print, digital and social extensions "Polar Quest" social initiative gives fans opportunity to attend the games and for one, the opportunity to win a 2014 Jeep Wrangler Polar Edition Consumers can follow Jeep participation on the brand's Facebook page (Jeep Facebook) and Twitter handle (@Jeep) with behind-the-scenes postings throughout the event Winter X athletes to hold autograph sessions in Jeep "Tag Shop" 2014 Jeep® Wrangler Polar Edition on display during games Jeep Snow Patrol will provide shuttle service between downtown Aspen and the mountain
The Jeep brand debuts a new on-air advertising campaign on Saturday, January 18, to coincide with the X Games Aspen 2014. In addition to the thirty-second national television commercial, the campaign consists of print, digital and social extensions. For the 11th year, the Jeep® brand is returning to Aspen as the exclusive automotive sponsor of the world's premier winter actions sports event. The popular X Games Aspen will take place Thursday, January 23 through Sunday, January 26 at Buttermilk Mountain at Aspen/Snowmass. The thirty-second spot, featuring the 2014 Jeep Wrangler Polar Edition, can be viewed on the Jeep brand's YouTube Channel starting on Saturday, January 18.
"Both the Jeep brand and X Games Aspen demonstrate what is possible when we face challenges with determination and passion," said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. "The 'Snow Miser' campaign reflects that even the coldest, most extreme elements of nature can bring out the best in us."
"The Jeep brand has been a proud sponsor of the ESPN X Games Aspen for 11 years. It is a collaboration that reaches a core consumer audience - those who share a desire for excitement and adventure," said Mike Manley, President and CEO - Jeep Brand, Chrysler Group LLC. "In addition to the custom content produced specifically for this signature event, our new 2014 Jeep Wrangler Polar Edition will be prominently featured on site during the games, allowing our consumers to engage with us in a way that is a natural fit for the Jeep brand."
The Jeep brand's new commercial, featuring the 2014 Jeep Wrangler Polar edition, will begin airing on Saturday, January 18, on ESPN and ESPN2 in conjunction with the X Games Aspen 2014. The new spot, "Mr. Ten Below," incorporates the lyrics from the Warner Bros. Television's Rankin/Bass animated holiday classic, "The Year without a Santa Claus." The new spot showcases the 2014 Jeep Wrangler Polar Edition as it spends the day conquering a deep snow covered mountain while others stay inside with lyrics (by writers Jules Bass and Maury Laws) proclaiming: "Friends call me Snow Miser, whatever I touch. Turns to snow in my clutch." The 2014 Jeep Wrangler Polar Edition attacks snow drifts and sends snow flying everywhere, as if it's disintegrating the snow on contact. The spot aligns with the brand's action sport lifestyle and captures the capability of the Jeep Wrangler, showing that given the right equipment, the potential for adventure is limitless.
Creative efforts were developed by GlobalHue, based in Southfield, Mich., the Jeep brand's lead advertising agency.
ESPN and ABC will televise a combined 16 hours of live X Games Aspen competition in high definition from January 23 - 26, 2014. An additional 13.5 hours of competition will be carried on ESPN3, as well as the latest coverage across ESPN digital platforms, including XGames.com, X Games app, X Games pages across Twitter, Facebook, Tumblr and more.
In addition to television, the Jeep brand's campaign will feature print, digital and social extensions, including the "Polar Quest" social program. Now through Monday, January 27, 2014, fans can visit JeepPolarQuest to participate in the Jeep "Polar Quest" promotion. Fans can use the clues provided to locate badges hidden across the Internet and for each badge claimed, participants will earn one entry into the "Polar Quest" sweepstakes.
The "Polar Quest" has three phases for sweepstakes winner selection. On Thursday, January 2, 2014, three winners were randomly selected for an all-expenses paid trip to X Games Aspen where they will compete live for the chance to win a 2014 Jeep Wrangler. On Wednesday, January 15, 2014, three lucky Phase Two winners were randomly selected to win a trip for two to Jackson Hole, Wyo. The sweepstakes will come to an end with a third and final drawing on Wednesday, January 29, 2014, where more than 500 fans will be randomly selected to receive Jeep branded winter gear.