Case Study: Jeep Ops Facebook Sweepstakes

By Jon Heinrich

Client Name — Jeep Chrysler

Solution Type — Digital Promotion

Objective — Promote the release of Chrysler’s 2012 Jeep Call-of-Duty edition Wrangler through an immersive, social-driven consumer promotion within Facebook around Activision’s much-anticipated release of Call of Duty Modern Warfare 3.

Activation — Jeep Ops, an immersive Facebook sweepstakes game, asked fans of Jeep to play the game, mimicking the in-game Call of Duty story to earn entries into the contest by completing Missions in order to win the first-off-the-line 2012 Jeep Wrangler COD version.

Results
•       453,842 Visits | 940,964 Page views
•       51,569 Total submissions | 46,592 Playing the game
•       2,435,164 total ballot entries

Campaigns/Initiatives

Engage users by creating a Call-of-Duty themed virtual scavenger hunt on Facebook that highlights both the capabilities of the new Wrangler Call-of-Duty MW3 Edition and the game locations.  Users earn “ballots” for participation, solving clues, and referring friends that result in additional chances to win.

Services Provided

•       Social Media Sweepstakes
•       Social Media Monitoring
•       Technical execution of Facebook Application

Notes
This effort was a highly technical one, executed under a tight timeline. Affinitive, as a Facebook Preferred Developer Consultant (PDC), leveraged its extensive expertise with Facebook Platform among a collaborative team of several other creative and media agencies, including Sapient Nitro.

How it Works

Once a user has "Liked" the Jeep Facebook page, they are directed to a Call-of-Duty-esque commander module where they receive instructions on the game.

 

Next, users were led through four different "missions", where they were given clues about a specific location they that they must solve—by any means necessary—to locate various parts of the vehicle.

 

Completed missions earn achievement badges and bonus ballots for the sweepstakes to win the first-off-the-line 2012 Jeep Wrangler Call of Duty: MW3 Edition. The farher along users advance through the four stages of training, the greater the number of ballots earned.

 

Ballots will be tallied after midnight on December 31, 2011 and the winner will be drawn at random for the new Jeep Wrangler, Call of Duty: MW3 edition.

  • http://www.facebook.com/dilly231 David Dillingham Jr

    Who won?! no one prolly.

  • Ciaran Gellan

    Yeah they keep saying check back often to see results – personally I think it was just a promotional marketing scam!
    As I have checked back everyday and still no results – its bs! 

  • Jon H

    Hey David,

    The winner was announced on Facebook a few weeks ago, here you go:

    https://www.facebook.com/jeep/posts/155184991260905Thanks for checking in,Jon

  • Jon H

    Hey David,

    The winner was announced on Facebook a few weeks back, here you go:

    https://www.facebook.com/jeep/posts/155184991260905

    Thanks,

    Jon