We’ve always known Jeep fans to be passionate about their vehicles, but we’ve been able to see this passion in action throughout 2012 on the Jeep Facebook page. We understand that connecting with and engaging the audience on a day-to-day basis is equally as important as the larger promotions. These day-to-day activities that fans come to expect, like Muddy Mondays where Jeep fans post photos of their dirty vehicles, have helped the page grow by more than a million in 2012.Jeep kicked off 2012 with the Yeti Dig campaign, a cross-platform program that included a sweepstakes on the Facebook page and culminated in a live event at the Winter X Games. This campaign rang in the new year, with entries totaling close to 90,000 and the page gaining 120,000 new fans throughout the program. Even after the campaign ended, we saw an average of 10,000 fans to the page each day for the first couple months, more than double the “normal" fan increase of 3,000 per day. We attribute this fan growth to how Jeep interacts with its fans on a daily basis – the fans being the central focus of the page’s content. For example, Fan Top Five is a week series where we ask fans to submit photos on the Facebook wall for the chance to have them reposted by the Jeep page for everyone to see. This long-running promotion has generated 19,000 comments, more than 28,000 shares, and two million photo views since May. This year alone, the Jeep page received more than four hundred million impressions thanks to the high level of fan engagement. From post series like “Show your Jeep ink!", where fans post photos of their Jeep branded tattoos, to Mod Monday where fans upload their images of their modified Jeep vehicles, there is always a unique way for fans to share their love for the brand. One promotion that received a lot of fan engagement was “Name My Ride", which gave users the opportunity to name a new 2012 Grand Cherokee model and generated 110,000 entries. Later in the year, the Jeep brand launched a promotion with USA Basketball called “6th Man," which asked users to nominate people who, based on their service to their community, deserved to be the USA Basketball Team’s honorary 6th Man. The posts for the “6th Man" garnered more than 15,000 Likes and were shared more than 900 times. What it boils down to, is that we understand the Jeep Facebook audience. We know they aren’t afraid to get dirty, they like to stay in the know on the latest Jeep vehicles, and they love to share their personal Jeep experiences. So, we created a community on Facebook where they can do all of that and more.
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