CHALLENGE

Jeep challenged Fuel Industries to provide a digital experience surrounding their “off-road adventure” brand positioning, showing off the 2007 Jeep Rubicon, Grand Cherokee, Commander, and Liberty.

STRATEGY

Geocaching - a scavenger hunt game using GPS - is a phenomenon that’s grown from the desire for adventure and freedom; fitting well with the target customer’s lifestyle. We created Jeep Geocache Challenge to reinforce Jeep values, introduce existing geocachers to the new Jeep product line, and help build a Jeep-branded community through the game.

CREATIVE & EXECUTION

The main game is set in a five square mile 3D virtual environment composed of urban, highway, and mountain areas. With console-quality visuals and gameplay, users are given information on four Jeep models before selecting one to survey the environment, going off-road and driving over things to find 50 Geocache capsules shown on the map.

Once all Geocache points have been found within a sector - for example the “waterfall” sector - users collect a postcard of their character in front of the waterfall structure from the game. Users can then send the postcards to friends, showing off their e-travels, and inviting them to join the game.

Five additional challenge areas such as a speed hunt put players into a fast-paced, time driven challenge to compete for leaderboard positions to spur friendly competition, enhance immersion time, and generate return visits.