The Jeep Brand Teams up with Epic Records and USA Basketball for New Summer Campaign Featuring Just-Released Music by Michael Jackson
AUBURN HILLS, MI--May 8, 2014: The collaborative campaign introduces the Jeep brand's all new Altitude Edition lineup for its signature summer selling season utilizing an innovative approach that breaks the mold through multi-faceted partnerships Innovative campaign will include four new break-through 30-second television commercials, all four introduce "Love Never Felt So Good", a just-released song from Michael Jackson's upcoming album XSCAPE through Epic Records (available on May 13) Campaign incorporates the Jeep brand's partnership with USA Basketball and will feature National Team point guard Kyrie Irving 360-degree fully integrated campaign includes an omni-channel approach with general market, African-American and Hispanic on-air and retail executions, as well as print, digital, web, experiential and social elements that span across Jeep brand social media platforms including Facebook, Twitter, Instagram and YouTube The TV commercials launch across broadcast and cable networks today, Thursday, May 8 The engaging summer long campaign offers prizes to include trips to USA Basketball exhibition games and a chance to win an all-new 2014 Jeep Wrangler Altitude Edition Campaign further extends Jeep brand's alliance with USO (United Service Organization) to support military troops and their families
The Jeep brand has teamed up with Epic Records and USA Basketball to launch a first-ever summer brand campaign on today (Thursday, May 8). The campaign features the Epic Records just released song "Love Never Felt So Good" by Michael Jackson, and will star USA Basketball National Team point guard Kyrie Irving. The 360-degree fully integrated campaign includes an omni-channel approach with general market, African-American and Hispanic on-air and retail executions, as well as print, digital, web, experiential and social elements that span across Jeep brand social media platforms including Facebook, Twitter, Instagram and YouTube. The campaign centers around the Jeep's brand's 2014 Altitude Editions, which showcase open-air freedom, bold style and a new spirit of adventure as the "official vehicles of summer." Three of the spots can be viewed here: "Call of Summer"; "Lovers of the Game"; and "Summer Fans".
The campaign tips-off on-air today (May 8) during NBA play-off games with four new 30-second television commercials, two featuring USA Basketball point guard Kyrie Irving (2014 All-Star), and all four introducing one of the just released songs ("Love Never Felt So Good") from the upcoming Michael Jackson XSCAPE album from Epic Records, which will be available in stores everywhere May 13.
"This is a unique collaboration with Epic records and L.A. Reid, and the USA Basketball Team – together we are creating a new definition of summer," said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. "'Love Never Felt So Good' makes you want to dance, to move, to play, to get up off the couch – the same way people feel when they are driving Jeep vehicles. It evokes open-air, fun, freedom – you just can't help but picture yourself behind the wheel with the unlimited possibilities of summer."
"We're extremely pleased to expand our partnership with Jeep," said Jim Tooley, USA Basketball CEO. "USA Basketball and Jeep are a great fit as both organizations' legacy and drive to be the best resonate with sports fans around the world."
"Positioning the Jeep brand's all new Altitude Edition vehicles as the official vehicles of summer is a great way to showcase the open air freedom of our brand that enables consumers to get out there and experience summer to the fullest. The Altitude lineup includes all of the vehicles in our portfolio – showcasing unique interior and exterior accents designed to appeal to a broad spectrum of consumers," said Mike Manley, President and CEO – Jeep Brand, Chrysler Group LLC. "The brand is excited to be a key part of the summer experience."
Consumers can get in on the game starting May 22 (Thursday) – September 1 (Monday) by accessing custom content across the Jeep brand's summer campaign microsite Jeep Summer and win prizes throughout the summer. Twice a week, consumers can upload a summer photo moment using the #jeepsummer hashtag on Instagram. Each photo upload with the hashtag equals a contest entry to win prizes, including the chance to win an all-new 2014 Jeep Wrangler Altitude Edition.
In addition, the Jeep brand will continue its support of the USO (United Service Organization) as part of the summer long campaign. For each photo uploaded with the designated hashtag via Instagram, the Jeep brand will donate $1 to the USO. The Jeep brand's alliance with the USO is part of its ongoing commitment to the support of troops and their families through its Operation SAFE Return Platform. Jeep has contributed close to $2 million in funding and vehicles to the USO that have directly aided service members and their families in their efforts to re-acclimate our nation's servicemen and women to civilian life.
Experiential efforts will further expand the campaign and support brand partnerships with USAB (and many others through media). Starting in July, consumers will be able to take part in the Jeep brand "All Things Summer" experience during events to be held in Las Vegas, Chicago, Los Angeles and New York. Through engagement highlighting the 2014 Altitude Edition vehicles and supported by music and sports platforms, the experience will amplify the Jeep brand's epic summer season while showcasing products and technology.
USA Basketball Exhibition Game Schedule:
Blue vs. White
Thomas & Mack Center, Las Vegas, Nevada
USA vs. Brazil
United Center, Chicago, Illinois
USA vs. Dominican Republic
Madison Square Garden, New York, New York
USA vs. Puerto Rico
Madison Square Garden, New York, New York
USA vs. Slovenia
Gran Canaria Arena, Gran Canaria, Spain
The campaign was created in partnership with Global Hue.
About "Love Never Felt So Good"/XSCAPE: "Love Never Felt So Good" was written and originally recorded and produced by Michael Jackson and Paul Anka in 1983, around the time they recorded "This Is It." Produced by John McClain, co-executor of the Estate of Michael Jackson, the contemporized recording is a magic combination of the new and the original production that retains the track's analog, early '80s feel, while also sounding right at home with the disco-soul inflected music of today. USA Today wrote, "old school snap and tingle with warm leaping strings that recall the melodic and rhythmic punch of Jackson's work with Quincy Jones."
Executive produced by Epic Records Chairman and CEO L.A. Reid, XSCAPE features music which the world will be hearing for the very first time. Reid curated the final list of recordings to deliver to the producers, who retooled the production to add a fresh, contemporary sound that retains Jackson's essence and integrity. It's a process Reid calls "contemporizing." The album's lead producer, Timbaland, was one of a handful of producers Reid believed had the gravitas, depth and range to creatively engage with Jackson's work. Additional producers include global hitmakers Rodney Jerkins, Stargate, Jerome "JRoc" Harmon and John McClain.