Jeep's national marketing efforts included print collateral, television commercials, an "Athlete of the Games" television promotional piece, "Jeep Sport Science" television feature, online advertising, on-site activations and competition course signage.
Please click on the thumbnail below to view the full page ad Jeep received in the on-site spectator guide. A total of 45,000 copies were printed for distribution. 30,000 guides were distributed from Ft. Collins, CO to Salt Lake City, UT at colleges and universities in the area. 15,500 guides were distributed on-site to all spectator service areas and the bus drop off area located at the entrance of the venue.
Full Spread – ESPN the Magazine
Issue Date: January 9, 2012
On Sale Date: December 30, 2011
Rate Base: 2,000,000
Estimated Total Readership: 15,892,000
Estimated % Men 18-34: 43%
Jeep was able to extend its sponsorship by participating in the following marketing initiatives:
Jeep hosted the “Jeep Artic Yeti Dig” on site at Winter X Games Aspen 2012. This competition gave 6 lucky contestants the opportunity win a new 2012 Jeep Wrangler Artic Edition vehicle. The contestants had to dig in a 20’ x 20’ snow pile to be the first to find the Jeep Artic Yeti Dig medallion. A seventh competitor was Winter X Games gold medalist, Hannah Teeter, who was digging on behalf of a lucky winner watching the live broadcast from home. Jeep conducted a national sweepstakes to randomly select these contestants through their Jeep Facebook page, Jeep twitter account, and the Jeep Blog. Kerry Boston, from Spokane, WA was the first to find the medallion and the winner of the 2012 Jeep Wrangler Artic Edition.
Winter X Games Aspen 2012 vehicle wraps were created and placed on numerous models of Jeeps. The vehicle wraps promoted Jeep’s sponsorship of the event. The vehicles were donated by Jeep to the X Games staff for use during the event.
“Jeep Shuttle Service” provided rides to/from Buttermilk Mountain from two locations in downtown Aspen. Athletes, VIPs and Spectators were able to ride as passengers in brand new models of Jeeps. People were dropped off at Buttermilk and Jeep picked up anyone that was waiting at Buttermilk for a ride back to downtown Aspen. The shuttle service consisted of nine vehicles dedicated to the VIP Program, spectators and athletes.
X Fest Activities
The Jeep Tag Shop provided numerous activities in which guests could participate. Stationed artists were made available to spray tag artwork on Jeep branded items or consumers’ own gear. Each day, Jeep held a raffle contest in the Tag Shop, with prizes including 12 Rossignol skis and boards. A PS3 unit was also set up for consumers to participate in the Buzz Trivia Game. Featured athlete Xavier Bertoni was available at the Jeep Tag Shop to interact with fans and sign autographs. A DJ was set up on the second floor above the tag shop and played music and interacted with spectators through a PA system.
Course Features/On-site Signage
Jeep Garage – Slopestyle Feature # 2: 2012 Jeep Wrangler Arctic Edition positioned inside garage below jump and overhanging grind rails.
Four (4) additional display vehicles strategically placed throughout X Fest.
- Take on whatever nature throws at you with the Jeep Wrangler Arctic Edition. Winter doesn’t stand a chance. Official Sponsor of Winter X Games Aspen 2012.
- When winter attacks with an army of snow and ice, stand your ground. Because when you drive the twenty twelve Jeep Wrangler Arctic Edition, winter doesn’t stand a chance.
On-site Premium Giveaways
Branded cheer signs, magnetic bumper stickers, plastic license plates, lanyards, Chap Stick, cinch bags, key chains, and board wax.
(1 x: 30) Used to Be w/Jeep logo x: 30