Jeep has joined forces with various brands and events in recent years, a move that Susana Prado, marketing manager at Jeep UK, has identified as a key marketing trend.
"We have seen the emergence of global partnerships inspiring local activations with a sense of belonging to a community," she says.
The brand has worked with the likes of Harley Davidson, the Tough Mudder obstacle course events, and most recently the Batman v Superman: Dawn of Justice movie. "This global partnership was activated locally in eight markets," Prado recalls.
International events, known as Camp Jeep, are on the rise and are aimed at those consumers who own a Jeep or are fans of the brand more generally.
"One of Jeep's pillars is to make the customer's brand experience live on even after the acquisition of the car. The idea is to stimulate the coolness of belonging to the Jeep community and make the 4x4 customer experience even more unique," says Prado.
Prado adds that Jeep's approach to events and experiential will change depending on the country in which it operates.
"(In the United States) the cars are positioned as more affordable, and a lot of the activity around them has Hollywood movie partnerships.
"In the Asia market, predominantly China, Jeep is seen as a premium brand. Experiential activations are therefore aspirational and often take place in, or are inspired by, the great outdoors, with events such as off-road driving in certain parts of the country that are more inaccessible," she says.
The launch of the Jeep Renegade has seen lifestyle factors drive activity in the UK and Europe.
Prado explains that such experiential work is key to the brand's marketing strategy across the globe. "Jeep all around the world has a considerable budget focus on experiential," she says.
"The approach may be different per market or region, but the need to get people behind the wheel in order to truly feel the capabilities and technology that the brand offers is always there."
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