Do you remember a thing called geocaching? A concept where individuals could add real-world outdoor treasure and mark it using GPS? It encouraged users to explore locations both near and far. With over a million geocaches worldwide, it gained a lot of momentum and popularity.
Leo Burnett Warsaw has taken it to the next level for their client Jeep Poland. Jeep Poland launched Jeep-in, a geolocalisation game, which turned Poland into a big treasure map. Much like geocaching, this campaign encouraged players to hit the off-road, which played very well with the Jeep brand.
Players received a map with the exact location of the awards. To win you had to find the point, go there and Jeep-in (check-in).The awards were placed in the most remote and hard to get place in Poland in order to prove that they had a Jeep character. The players had to explore forests, mountain trails, caves and lakes. The further the player went, the bigger the award was. The player who scored the highest number of the most remote points won a Jeep Grand Cherokee.
The campaign received over 2,00 active players and the jeep website traffic increased over 250,000 times. The Jeep Facebook page also grew by over 800%. Needless to say the campaign generated huge traffic and brand awareness. Most importantly, the campaign allowed people to experience Jeep lifestyle.
Source: http://www.creativeguerrillamarketing.com/guerrilla-marketing/jeepin-turns-poland-big-treasure-map/
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