SITUATION
Jeep has retained brand presence at the Winter X Games in Aspen for 17 straight years. This time, they challenged us to shake things up - and we delivered. Revamping the experience top-to-bottom, we successfully maintained Jeep’s relevancy as a title sponsor while garnering additional buzz amongst their adventure-seeking consumers.
OPPORTUNITY
Jeep is a catalyst for those who crave freedom to venture off the beaten path, much like The Winter X Games is the epicenter for risk takers who push life to its limits. Naturally, a partnership was born. Our job was to excite these passionate thrill seekers via our custom Jeep experience on the infamous Buttermilk Mountain.
CONCEPT
At the Jeep “Champion of Adventure” activation, fans were invited to step inside a striking 30-feet dome into a vehicle-led immersive experience
360º FILM Production
We spent three months working with our partners The Astronauts Guild and Lumen & Forge to help us capture our vision of a first-person 360º immersive dome film to life for the 2019 Winter X Games.
EXPERIENTIAL FOOTPRINT
Our X Games footprint at the base of Buttermilk Mountain was the talk of the town. Our immersive dome experience put adventure junkies in the driver seat of our new Jeep Wrangler for a ride they’d never forget. And that was just the beginning.
PHASE ONE
360º FILM PRODUCTION
FILM CONCEPT
Our goal was crafting a short 360º film that would essentially transform our viewers into the drivers, where they could physically experience what it’s like to off-road in a Wrangler up close and personal. All the twists and turns of winding roads, bounces and bumps over every boulder, even the wind whipping through their hair - it was pivotal that our viewers felt like they were right where they belonged: in the driver’s seat. In order to fully grasp this notion, we created a first-person storyline where a group of friends go on an epic off-roading adventure... through every terrain imaginable.
UNDERSTANDING A NEW VISUAL LANGUAGE
It was a labor of love capturing the true essence of being in the driver’s seat, from building custom rigs, working long hours, and piecing together storyboards and footage. Storytelling for a 360º frame was a new way of designing a story for me. Our viewers were going to be experiencing the film in actual Jeep Wrangler seats, so it was crucial to get the angles just right. Our 360º film would be shown in a custom screen-clad dome, giving us the perfect opportunity to capture absolutely everything one would see joyriding with the top down in a Wrangler.
FOUR DIFFERENT TERRAIN LOCATIONS
Over two days we filmed in California, pushing our Jeep Rubicons to the limit to capture the ultimate off-roading adventure
PHASE TWO
JEEP WINTER X GAMES ACTIVATION
JEEP CHAMPION OF ADVENTURE ACTIVATION EXPERIENCE
RFID ENTRY
Attendees were registered using an RFID bracelet, giving them full access over the entire 3 days of the X Games to all touch points, experiences, and giveaways within our footprint. This technology also allowed us to measure attendees’ dwell time, interest areas of our footprint, survey data, and follow-up communication beyond the event weekend.
360º Immersive DOME FILM
Our 30-foot dome gave attendees a break from the cold as they sat in heated Jeep Wrangler seats for our heart pounding, off-roading Jeep Champion of Adventure film experience. It was a full sensory adventure punctuated by rumbling seats, scents of the forest and desert, and plenty of wind.
WARM WAFFLES
+ KEYCHAINS
The line was never-ending... and for good reason! The sweet scent of our warm, Jeep branded waffles were all the rave. We also offered attendees customized stamped keychains with the coordinates of their favorite adventure spot.
ATHLETE MEET
+ GREETS
It’s one thing to see your favorite athletes coming down the halfpipe from afar, but it’s another thing to meet them up close...in a Jeep Wrangler! Attendees lined up to call shotgun and have a once-in-a-lifetime photo and autograph session with some of the X Games’ top athletes.
VEHICLE
DEMOS
We hired Jeep specialists to give one-on-one vehicle demonstrations for those eager to explore the ins-and-outs of the latest Jeep Wranglers.
JEEP X CHALLENGE
VIP attendees got an exclusive chance to ride up the mountain to witness an event like no other: watching X Games athletes compete for the first-ever Jeep X Challenge title. Putting their skill, finesse, and precision to the test, they were tasked with taking all-new Jeep Wranglers for a spin across a snow-covered obstacle course, leaving the audience in awe!
As close as you can get to the real thing - WATCH THE RECAP
ICING ON THE CAKE
GOLD // Best Sports Sponsorship
BRONZE // Small Budget Brand Activation
GOLD // Best Sports/eSports Marketing Campaign
