Leo Burnett Iberia recently launched this cool little campaign on twitter for Jeep. Called #jeeppuzzle, the idea was that users would follow the jeeppuzzle profile, and inside that profile, jeep would be following a total of 12 other profiles. Now, in each of those profiles, they would be following a further 36 profiles, with each holding part of a puzzle. Hmmmm, feels like Inception!!
The actual competition here was to solve the puzzle picture by following each of the 36 sub profiles to compile the picture in the correct order. If you cracked it, all you had to do was send a tweet @ the puzzle name and include the #jeeppuzzle hash tag. Pretty cool huh?
So, for all it’s coolness, there were a few major issues I had with the campaign. Firstly, surely the puzzles should have been Jeep car images (and named them too!) to leverage the interaction of the competition process? And secondly, shouldn’t they have run this from the brands main Twitter page, instead of building followers on a profile they may never use again? Great idea, but probably needed a better integrated social comms strategy to make the most of the campaign, as I see the @jeeppuzzle only managed 730 odd followers, and is now a redundant profile…
Nice thoughts on this. I have one more challenge: This is not easy to do. Customers don’t (and often won’t) want to put tremendous thought process into brand engagement; that should come from the brand. And when it comes to technology, the brand should not assume that everyone has the technical savvy to accomplish things like this. Frankly, it feels hard to do just from watching the video.
But I like the idea.
And just to qualify, I kinda like the idea of special Twitter profiles to be used as campaign platforms, almost like microsites (?!) Not that’d I’d suggest doing that, because it does really dilute the power of your campaign and generates follower acquisition that will purely goto waste…
Nice to see another new and fresh idea involving social media! Although I agree with you that they should have run this from Jeep’s main Twitter account (as not to waste followers), I disagree that they should have used Jeep pictures as puzzle pieces. Reason being that if someone is participating in an involved challenge like this, they are already fully immersed in the brand. Plus I thought a lot of the imagery spoke to the outdoorsy feeling of the Jeep brand.
Also, wondering… what did the winner get, anything good?
Hey Steve,
Agree, but, those images were pure stock photos…! Surely they could have at least created something more realistic, or even the jeep in great outdoor spaces?
This is new and fresh in the same way that creatives have been using the track marks in newspaper to build a concept around it or something equally trivial.
Yes, it is an innovative use of the media – but it doesn’t provide an innovative or insightful benefit to the consumer.
There are so many meaningful and genuine ways to use social media, that gimmicks like this do nothing to establish it as a game-changing medium.
It’s just too much work and I’d be surprised if a single person did it.
Couldn’t agree more. And you’re right… I didn’t see any winners and with only 700 followers generated… It didn’t gain traction, even with a pretty unique overarching idea.
It may not have communicated a unique or original insight about Jeep to the consumer, but it was a cheap campaign to run and the core idea was good enough to make it newsworthy on sites like this one.
After seeing this post, I shared it with my colleagues and relived some of the good old days of driving my dad’s old Jeep YJ with no top and no doors. It was powerful word of mouth… because I’m passionate about the brand.
Jeeps have a cult following, so much so that in the late 90s (when I drove a Jeep) more often than not fellow Jeeps drivers would wave at each other when driving past one another. I’m not sure how this relates to the story, maybe just that stories like this give die-hard Jeep fans one more thing to talk about.
I love the campaign. I mean, sometimes we think that it is not possible to be creative in a space like twitter, but, yes it is.
I really agree with your opinion. It miss a little bite of strategic reflexion.
By the way, anywone knows what is the prize?
“Passion make the difference”
Very clever use of the ‘following’ section on old twitter. Only weakness is that if twitter chooses a new design, the puzzle concept gets ruined. I also think this idea could be applied better for something like Hasbro or another puzzle making brand.
[...] attempt to get noticed on twitter…The first thing you’ll probably think of, is the Jeep Twitter Puzzle campaign… While the core technological thought might be the same, just on the new twitter [...]
[...] 2010, Jeep created a campaign in Spain that utilized Twitter as a gaming platform. By following a set of Twitter profiles in the proper order, fans could solve a picture puzzle in [...]