A Jeep spot released in advance of the Super Bowl has “shattered” the automaker’s online record by garnering over 106 million views.
And the eight commercials
released as part of Fiat Chrysler Automobile’s "Big Game
Blitz" digital and social strategy have aggregated more than 169 million views — well beyond the estimated viewership for the game broadcast.
The previous record holder for FCA
was last year's Big Game video from the Ram brand, "Icelandic Vikings," with over 28 million views.
The Jeep spot, "More Than Just Words,” created by Dallas-based The Richards Group, has been shared more than 200,000 times
cumulatively across Facebook, Twitter and YouTube, with over 50,000 comments reflecting overwhelmingly positive sentiment. It is the most-viewed video in this year’s YouTube AdBlitz, which aggregates views for 90 of
this year's Super Bowl spots.
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As part of a concerted digital strategy, FCA elected to reach consumers exclusively through social and digital channels, during a time when many are watching
commercials online and likely to share. The strategy saved the automaker the estimated $5 million for every 30 seconds of ad airtime.
"More Than Just Words" on its own has surpassed the TV
audience viewership for the Super Bowl, says FCA CMO Olivier Francois. The game reportedly averaged 100.7 million viewers, a 10-year low.
“Our ‘gamble’ seems to be
winning,” he stated. “What is more exciting is that viewers have been reacting to it in a very powerful way, commenting across our digital and social platforms telling us how much they
appreciate the message, and thanking us for it. Our fans are calling the video one of the best Big Game commercials ever. And while it didn't air in the game, people will remember it as
one.”
The two-minute "More Than Just Words," a visual narration of "The Star-Spangled Banner" with music performed by OneRepublic, was released Jan. 31. The song serves as a catalyst to
take viewers on an unexpected musical and visual odyssey, with images representing the song's lyrics. Social sentiment for the video has been overwhelmingly positive, with all comments 99% positive or
neutral.
This high social media engagement likely helped Jeep to build brand loyalty among younger, more digital-savvy consumers at a time when automakers have struggled to resonate with
millennials, who are purchasing fewer vehicles than older generations, according to Marketing Div.
Jeep has embraced innovative digital formats in previous marketing to appeal to younger
viewers. The brand teamed up with the World Surf League on a 360-degree
video experience featuring WSL Championship Tour surfers as they drove around Oahu, Hawaii, in Jeep vehicles. Viewers could access the content on YouTube or via the "Jeep Sessions: Surfing in 360"
mobile app.
The automaker recently shifted its U.S. media buying business from IPG to Publicis Group’s Starcom, following a six-month review.