JEEP BRAND TEAMS UP WITH EPIC RECORDS AND USA BASKETBALL FOR NEW SUMMER CAMPAIGN
Collaborative campaign introduces the Jeep brand’s all-new Altitude Edition lineup for its signature summer-selling season utilizing an innovative approach that breaks the mold through multi-faceted partnerships
- Innovative campaign will include four new break-through 30-second television commercials; all four introduce “Love Never Felt So Good,” a just-released song from Michael Jackson’s upcoming album XSCAPE through Epic Records (available on May 13)
- Campaign incorporates the Jeep brand’s partnership with USA Basketball and will feature National Team point guard Kyrie Irving
- 360-degree fully integrated campaign includes an omni-channel approach with general market, African-American and Hispanic on-air and retail executions, as well as print, digital, web, experiential and social elements that span across Jeep brand social media platforms including Facebook, Twitter, Instagram and YouTube
- TV commercials launch across broadcast and cable networks today, Thurs., May 8
- The engaging summer-long campaign offers prizes to include trips to USA Basketball exhibition games and a chance to win an all-new 2014 Jeep Wrangler Altitude Edition
- Campaign further extends Jeep brand’s alliance with USO (United Service Organization) to support military troops and their families
May 8, 2014 , Auburn Hills, Mich. – The Jeep brand has teamed up with Epic Records and USA Basketball to launch a first-ever summer brand campaign today (Thurs., May 8). The campaign features the Epic Records just-released song “Love Never Felt So Good” by Michael Jackson and will star USA Basketball National Team point guard Kyrie Irving. The 360-degree fully integrated campaign includes an omni-channel approach with general market, African-American and Hispanic on-air and retail executions, as well as print, digital, web, experiential and social elements that span across Jeep brand social media platforms, including Facebook, Twitter, Instagram and YouTube. The campaign centers around the Jeep brand’s 2014 Altitude Editions, which showcase open-air freedom, bold style and a new spirit of adventure as the “official vehicles of summer.”
The campaign tips off on-air today (May 8) during NBA playoff games with four new 30-second television commercials, two featuring USA Basketball point guard Kyrie Irving (2014 All-Star), and all four introducing the just released song (“Love Never Felt So Good”) from the upcoming Michael Jackson XSCAPE album from Epic Records, which will be available in stores everywhere May 13.
“This is a unique collaboration with Epic records and L.A. Reid, and the USA Basketball Team – together we are creating a new definition of summer,” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. “‘Love Never Felt So Good’ makes you want to dance, to move, to play, to get up off the couch – the same way people feel when they are driving Jeep vehicles. It evokes open-air, fun, freedom – you just can’t help but picture yourself behind the wheel with the unlimited possibilities of summer.”
“We’re extremely pleased to expand our partnership with Jeep,” said Jim Tooley, USA Basketball CEO. “USA Basketball and Jeep are a great fit as both organizations’ legacy and drive to be the best resonate with sports fans around the world.”
“Positioning the Jeep brand’s all-new Altitude Edition vehicles as the official vehicles of summer is a great way to showcase the open air freedom of our brand that enables consumers to get out there and experience summer to the fullest. The Altitude lineup includes all of the vehicles in our portfolio – showcasing unique interior and exterior accents designed to appeal to a broad spectrum of consumers,” said Mike Manley, President and CEO – Jeep Brand, Chrysler Group LLC. “The brand is excited to be a key part of the summer experience.”
Consumers can get in on the game Thurs., May 22 through Mon., Sept. 1, by accessing custom content across the Jeep brand’s summer campaign microsite jeep.com/summer, and win prizes throughout the summer. Twice a week, consumers can upload a summer photo moment using the #jeepsummer hashtag on Instagram. Each photo upload with the hashtag equals a contest entry to win prizes, including the chance to win an all-new 2014 Jeep Wrangler Altitude Edition.
In addition, the Jeep brand will continue its support of the USO (United Service Organization) as part of the summer-long campaign. For each photo uploaded with the designated hashtag via Instagram, the Jeep brand will donate $1 to the USO. The Jeep brand’s alliance with the USO is part of its ongoing commitment to the support of troops and their families through its Operation SAFE Return Platform. Jeep has contributed close to $2 million in funding and vehicles to the USO that have directly aided service members and their families in their efforts to re-acclimate our nation’s servicemen and women to civilian life.
Experiential efforts will further expand the campaign and support brand partnerships with USAB (and many others through media). Starting in July, consumers will be able to take part in the Jeep brand “All Things Summer” experience during events to be held in Las Vegas, Chicago, Los Angeles and New York. Through engagement highlighting the 2014 Altitude Edition vehicles and supported by music and sports platforms, the experience will amplify the Jeep brand’s epic summer season while showcasing products and technology.
USA Basketball Exhibition Game Schedule:
- August 1: Blue vs. White, Thomas & Mack Center, Las Vegas, Nevada
- August 16: USA vs. Brazil, United Center, Chicago, Illinois
- August 20: USA vs. Dominican Republic, Madison Square Garden, New York, New York
- August 22: USA vs. Puerto Rico, Madison Square Garden, New York, New York
- August 26: USA vs. Slovenia, Gran Canaria Arena, Gran Canaria, Spain
The campaign was created in partnership with Global Hue.
- About “Love Never Felt So Good”/XSCAPE: soul inflected music of today. USA Today”
Executive produced by Epic Records Chairman and CEO L.A. Reid, XSCAPE features music that the world will be hearing for the very first time. Reid curated the final list of recordings to deliver to the producers, who retooled the production to add a fresh, contemporary sound that retains Jackson’s essence and integrity. It’s a process Reid calls “contemporizing.” The album’s lead producer, Timbaland, was one of a handful of producers Reid believed had the gravitas, depth and range to creatively engage with Jackson’s work. Additional producers include global hitmakers Rodney Jerkins, Stargate, Jerome “JRoc” Harmon and John McClain.
USA Basketball
Based in Colorado Springs, Colo., USA Basketball, chaired by Jerry Colangelo, is a nonprofit organization and the national governing body for men’s and women’s basketball in the United States. As the recognized governing body for basketball in the U.S. by the International Basketball Federation (FIBA) and the United States Olympic Committee (USOC), USA Basketball is responsible for the selection, training and fielding of USA teams that compete in FIBA-sponsored international competitions, as well as for some national competitions, and for the development of youth basketball initiatives that address player development, coach education and safety.
USA teams are the current men’s and women’s champions in the Olympics; men’s and women’s FIBA World Championships (Basketball World Cup); men’s and women’s FIBA U19 and U17 World Championships; men’s and women’s FIBA Americas U18 and U16 Championships; the Nike Hoop Summit; the FIBA 3×3 Women’s World Championship; and the FIBA 3×3 Women’s U18 World Championship. USA Basketball currently ranks No. 1 in all five of FIBA’s world-ranking categories, including combined, men’s, women’s, boys and girls.
About Jeep Brand
Built on more than 70 years of legendary heritage, Jeep is the authentic SUV with class-leading capability, craftsmanship and versatility for people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a full line of vehicles that continue to provide owners with a sense of security to handle any journey with confidence.
The Jeep vehicle lineup consists of the Cherokee, Compass, Grand Cherokee, Patriot, Wrangler and Wrangler Unlimited. To meet consumer demand around the world, all Jeep models sold outside North America are available in both left and right-hand drive configurations and with gasoline and diesel powertrain options. Chrysler Group LLC products are available in more than 150 countries around the world.
