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Jeep Poland created a fascinating campaign to extend its brand to young people by incorporating social media into a competition for a free Jeep. The social media-based challenge involved checking into some of the country’s most remote locations for points with the goal of attaining the highest score. The app Jeep created for the challenge used satellite information to ascertain where in Poland the competitor was, and then notified them of the check-in points around them. The challenge became known as the ‘Jeep-in’ game and Jeep Poland saw a great response from the campaign.
The clever campaign was based on the notion that the competitor would need to “prove they had the Jeep character,” and included exploring forests, mountain trails and caves. Two thousand people actively played the game during its month run while the company saw an increase of fans on Facebook by 800%.