Jeep Brand Niche Advertising - Surfing

There's magic in the idea of surfing. The sound of the surf and the pounding waves relentlessly call you to play in an immersed-in-nature experience. The quest for the perfect break drives many the world over. Forever searching. Looking for a remote spot where your only competition is the wave and not a crowd of first timers. It's about being on top. Mentally checked in. In tune with the wave — it's sound, movement and energy. When it's right, you feel like your dancing on the wave. Your in the flow. And you wonder how you can get that feeling anywhere other than a wave.

For many off-roaders, taking their Jeep 4x4 into the backwoods of America can feel like riding the perfect wave at Waimea Bay Beach. It's kind of like tuning in to terra firma. Like being connected from the head and heart right down through the leg and foot pedals and engine and tires — right down to the earth. Nature calls off-roaders much the same way as the surfers. Boulders, rocks, ledges and logs have a way of talking to you through the bottom of your Jeep 4x4. The off-road skid plates are like sounding boards to the soul. It's kind of like Morse Code from Mother Nature passed on through the trail. The gentle woosh of leaves against the quarter panel. The rocks kissing your t-case skid plate. You've got a special connection to the terrain that, when explained, others just don't understand. That is until they make it out to the trail with you. Put them in the driver's seat. Then their ears come alive, and then, and only then, they understand.

The intangible tie of riders of the rip curls and riders of the rugged rock is the common bond that forms between nature's adventurer seekers. It transcends boundaries, job titles, and equipment. It's about being immersed in nature's backyard.

The Jeep brand has had a long history of sponsoring like-minded people who share the spirit of adventure and freedom. One of the key sports that shares the Jeep spirit is surfing. Ben Skinner is showing the Shaka sign, a gesture of Hawaii that says "aloha", that everything is all right, good vibes and mutual respect. Check out a recent interview with Ben by jeep-people after an Association of Surfing Professionals World Longboard Tour Bear Pro event.

While not everyone has access to the waves or has a longboard made by Ben Skinner, you can go to your local Jeep dealer and have instant access to fun and freedom only associated with a Jeep 4x4.

What is an Ad Impression?

What is an Ad Impression?, a photo by lee.ekstrom on Flickr.

An ad impression is a measure of the number of times an ad is seen by a user. It is also known as an "ad view."

Social media plays a role in ad impressions, and can reap big benefits at little upfront cost. Consider how the Jeep brand reaped hundreds of thousands of impressions when Evan van der Spuy, a mountain biker on team Jeep South Africa who was hit by an antelope (red hartebeest) was interviewed by numerous networks post t-bone.

The crazy footage was launched on YouTube and was an instant hit. This kind of event is rare - it's kind of like winning the lottery.

www.youtube.com/watch?v=mxFIX0oPTso

www.youtube.com/watch?v=mxFIX0oPTso&list=PL42A30968D1...

Jeep Wrangler Call of Duty: MW3 Edition

Recently wrote copy for the new 2012 Jeep Wrangler Call of Duty: MW3 Edition on jeep.com (note: "toughest vehicle in the world" headline was supplied). Keeping with the Call of Duty game-theme, I incorporated over 20 achievement/trophy phrases into the headlines and body copy. This helped raise key word and search awareness as well as give an authentic tone to this hard-core special edition Wrangler.

Willys Quad Capitol Steps

Willys Quad Capitol Steps, a photo by lee.ekstrom on Flickr.

Contrary to popular belief, the name “jeep” does not derive from “general purpose.” The name likely combined two elements. The first was the extraordinary “Eugene the Jeep” character from the Popeye comic strip. Able to do extraordinary things, and do anything. The second came from military slang for any unproven piece of military hardware, human or mechanical. In early 1941, Willys-Overland staged a press event in Washington D.C., having the Quad drive up the Capitol steps. Irving “Red” Hausmann, a test driver on the Willys development team had heard soldiers referring to the Quad as a “jeep.” Katherine Hillyer, a reporter from the Washington Daily News picked up Red’s usage of the term “jeep” and printed the headline “Jeep creeps up Capital steps” — forever fixing the name in public awareness.

EPIC AMAZON REVIEW THREADS

What a great gift - received this from one MidCoast - one of our retouching vendors. They are very detail-oriented and they obviously did their homework when it came to a timeless gift. Can't beat the Stanley Classic 8oz Flask: good looks, sturdy design, and durable stainless steel wall, and a Stanley-backed lifetime warranty. I'm looking forward to using it for stove fuel when backpacking.

Now about the Kablamo! (aka amazonemperor) five-star review at Amazon.com of Stanley's Classic Flask.

Obviously this was in jest. But what kind of process does Amazon have for reviewing product ratings? Unless it is reported, the prank review will live on - possibly tarnishing a brand in the name of fun. Stanley should be monitoring their products for reviews like this and flagging them as needed.

Unless that is, they are trying to get a little extra buzz out of Kablamo!'s post. After all, four of six people found this review helpful. I checked Kablamo!'s profile and found that he had an equally rye sense of humor regarding a Clue game.

Epic Amazon Review Threads are the latest attack on boredom sweeping the internet. College Humor Internet Archeologist, Susanna Wolff, has an article with step-by-step instructions on "How to Write an Epic Amazon Review." Clever. Kind of reminds me of the Anarchist's Cookbook except these saboteurs subtly sneak in unaware and plant their Web-side humor with glee - knowing they just played the newest practical joke around.

The Ultimate Job?

A friend of mine forwarded this to me at work. Shredded Wheats needs a new Product Development Manager - a clever way to share the essentials of the brand - check it out at thepalaceoflight.com.