Jeep gets social on its 70th birthday
By The Prodigal Fool, published on 4 August 2011
no mistake, we’ve got little time for 4x4s here at The Guide. We value the visceral thrill of real driving, of connecting with the asphalt, of having a finely tuned machine respond to our inputs in a near instantaneous way.
Not for us the cynical marketing exercises that constitute the vast majority of 4x4s. The Porsche Cayennes, Audi Q7s and BMW X5s of this world were created from market research spreadsheets and have little to do with their brands. They’re designed to look one way, drive another and appeal to a demographic of people that care little about driving and greatly about how they look to others. No thanks. Not for us.
But there are two pretty enormous exceptions to this sweeping generalisation: Land Rover and Jeep.
These two brands have pedigree, they have purpose, their products are designed first and foremost for the business of adventure and off-road work. And if you have a genuine need for a vehicle that can take you off the beaten track, then they’re the only way to go.
While Land Rover has been drifting further and further away from its core values of late (Evoque, anyone?) Jeep seems to be hurtling back towards its own.
What caught our eye this week was that, in addition to making great product, Jeep is now embracing social media in a pretty compelling way.
Sure, like many brands, Jeep has taken the well-trodden highway of social media. They have YouTube, Twitter, Facebook and Flickr channels. So far, so middle of the road. But, in keeping with the American brand’s value of uniqueness, back in June – to celebrate its 70th year in business – it also launched an online portal. It’s aimed at “Jeep owners and admirers who embody the values of Jeep – authenticity, adventure, freedom, passion and uniqueness.”
Marketing bumpf you say? Yes, perhaps. But Jeep is making an unusual effort to deliver real value to its community. And we rather like the results.
The brand has created a virtual space where those who identify with its values can meet, follow and share stories of talent, stories such as that of Alex Bellini. Jeep is supporting Alex in his new challenge: to run a 5,000 km race across the United States. How? Oh with a Jeep Wrangler by his side of course!
Be cynical if you like, but we’re delighted that this sort of silliness still goes on in this dull ol’ world. After all one of the mottos we’ve always adopted here on The Prodigal Guide is one of Roal Dahl’s best: “A little nonsense now and then is relished by the wisest men.”
Head on over to Jeep to check it out.
Jeep gets social on its 70th birthday
Jeep is now embracing social media in a pretty compelling way. Sure, like many brands, Jeep has taken the well-trodden highway of social media. They have YouTube, Twitter, Facebook and Flickr channels. So far, so middle of the road. But, in keeping with the American brand’s value of uniqueness, back in June – to celebrate its 70th year in business – it also launched an online portal.
