Jeep Soul 2 Soul Tour


Jeep had extended their product line with the intention of appealing to a broader audience and was looking to promote their brand in a fresh and distinctive way to mainstream consumers.

GPJ identified a perfect DNA match between Jeep and one of the biggest music events of the 2007 calendar – Tim McGraw’s and Faith Hill’s Soul2Soul tour. The match not only celebrated Jeep’s brand attributes, but also strengthened brand image and extended reach and community-building efforts.

GPJ created experiential touchpoints that exposed attendees to multiple, choreographed tactics to drive conversation on and offsite, before, during and after each concert. Interactions included a private branded mini-concert for VIPs before each show, concert venue vehicle displays and branded environmental elements, a fundraiser for victims of Hurricane Katrina and a Tim McGraw performance at Jeep’s long-running and highly successful Camp Jeep program.