Jeep to participate in Winter X Games
The Jeep brand is headed to Aspen, Colorado, this year as sponsor of the the 2010 Winter X Games, the world’s premier winter actions sports event. The event will take place through Sunday, Jan. 31, at Buttermilk Mountain. This marks Jeep’s ninth time as an X Games sponsor.
“The Jeep brand and the Winter X Games both signify freedom, adventure, tackling unchartered territories and pursuing the ultimate adrenaline rush,” Mike Manley, President and CEO—Jeep Brand, said. “The world’s premier winter action sports event provides us with the perfect venue to interact with an array of consumers who enjoy living life on their own terms, exposing them to the Jeep vehicle lineup while communicating the essence of the brand in a unique manner.”
Three-time Winter X Games gold medalist Gretchen Bleiler will be on hand to sign autographs at the Jeep “Tag Shop” —a two-story, 20-by-20-foot structure, resembling an enclosed garage with functioning garage doors. It will serve as a hub of Jeep brand activities, where consumers can interact with Jeep product specialists, meet popular athletes, enjoy music from the covered second-floor DJ booth, and enter a Jeep online sweepstakes. In cooperation with Rossignol, freestyle skiers Xavier Bertoni and Kevin Rolland also will be on hand for autograph sessions throughout the weekend.
Each day, visitors to the “Tag Shop” and Jeep.com will be able to participate in the Jeep Winter Sweepstakes, featuring a daily prize of Rossignol snowboard and ski gear with a grand prize of a trip to the 2011 Winter X Games.
Two new Jeep spots, featuring the 2010 Jeep Wrangler Unlimited Rubicon, will air on ESPN and ESPN2 in conjunction with the Winter X Games. The new 30-second advertising spots, “Truth” and “Power,” align with the brand’s action sport lifestyle and capture the capability of the Jeep Wrangler Unlimited Rubicon. In addition, Jeep is hosting authentic graffiti artists to create four live Jeep/Winter X Games themed paintings at the mountain each day. The paintings will be on display at the Buttermilk Lodge.
Jeep is also enlisting the help of Facebook and Twitter to keep attendees and nonattendees close to the action with live behind-the-scenes tweets and postings, including an interview with Bleiler on the Jeep Twitter site. Pre-event postings have already begun and can be seen at the Jeep Facebook or at the Jeep Twitter sites:
JeepInAspen
JeepWinterX
JeepOnTheSlopes
Jeep_On_Mtn
JeepInTheSnow
JeepOnTheStreet
