When you think of Jeep what springs to mind? For me its the great outdoors and the spirit of adventure. But how do you make that relevant today? How about a completely mobile location based game! It”s a perfect fit from a brand perspective, harness the power of the smartphone and leverage the GPS/location based capabilities to get people out of urban environments and into the wilderness. Very Jeep! What I love about this campaign though is that Jeep didn’t sacrifice the essence of the brand for participation. It would have been easy to place the rewards (explained in the video) in easy to reach places to increase the numbers but that wouldn’t have been very Jeep would it.