Special to NYSportsJournalism.com
June 6, 2016: As part of it's year-long 75th anniversary celebration, Jeep has unveiled a multi-platform campaign that features its official alliance with USA Basketball, which will send a team to Rio de Janeiro this summer to compete in the Olympics.
For its third annual summer marketing effort, Jeep has also joined with Sony/ATV Music Publishing and NBA All-Star Paul George, who is competing for a spot on the USA Basketball squad, for elements that include TV, print, Internet, social media, experiential with general market, African-American and Hispanic on-air, retail and product executions.
Jeep has unveiled two TV spots with George, "4x4 Summer" and "What I Stand 4." A third spot, "4 New Perspective," celebrates the Hispanic culture.
The entire campaign was a collaboration via DDB Chicago, Alma DDB and DDB Chicago with Footsteps, per the company.
Other USA Basketball partners include Anheuser-Busch, State Farm, PepsiCo, Verizon, Harman (JBL Audio), Cisco and Nike.
According to Jeep, "4x4 Summer" celebrates the adventure and freedom that arrives with the long days and late nights of summer, played out to music by Sony/ATV Music Publishing songwriter and artist Morgan Dorr.
"What I Stand 4," features George with family and friends as he chronicles his basketball journey, while focusing on what inspires him.
"Our Super Bowl spots set the stage for celebrating the Jeep brand's 75th anniversary this year, with 'Portraits' serving as an acknowledgment of the brand's worldwide community and '4x4ever' bringing to life in song the attitude of Jeep vehicles' off-road soul and on-road performance," Olivier Francois, CMO for Jeep parent group Fiat Chrysler Automobiles Global, said in a statement.
"Our summer campaign continues this theme through a unique alignment combining the power of a custom music platform from Sony, USA Basketball Men's National Team finalist Paul George, the USAB team and our special-edition 75th Anniversary vehicles," said Francois.
As part of the umbrella campaign, consumers can share their own #MyJeepStory on the Jeep brand's 75th anniversary microsite, www.jeep.com/myjeepstory, in addition to Facebook, Twitter and Instagram.
Starting in July, people will be able to participate in the Jeep brand "Summer of Jeep" experience during events scheduled for Chicago, Denver and Atlanta.
Jeep plans to have presence during USA Basketball's exhibition tour leading up the Rio Games.
The USA Basketball Showcase presented by Verizon schedule (subject to change) incudes:
July 22 USA vs. Argentina TBA, Las Vegas
July 24 USA vs. China Staples Center, Los Angeles
July 26 USA vs. China Oracle Arena, Oakland
July 29 USA vs. Venezuela United Center, Chicago
Aug. 1 USA vs. Nigeria Toyota Center, Houston
"Positioning the Jeep brand's 75th Anniversary Special Edition lineup as the official vehicles of summer gives us the opportunity to celebrate this brand achievement and highlight the open-air freedom that enables consumers to go out and enjoy the season to its full potential," Mike Manley, head of Jeep Brand and Ram Brand, FCA – Global, said in a statement.
According to Jim Tooley, USA Basketball CEO, "We are extremely pleased to have the Jeep brand's support of USA Basketball as we head into summer competition. USA Basketball is proud to be a part of Jeep's 75th anniversary celebration and featured in the brand's fully integrated summer campaign."
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