Fiat Chrysler Automobiles’ Jeep brand is giving owners and fans the opportunity to create the next “Easter egg” to hide on a future Jeep model, along with the chance to win a new Jeep vehicle.
Easter eggs are unpublicized style elements hidden on vehicles. From Jeep grilles to the three digits “419,” or a 1941 Jeep Willys driving up a mountain, Jeep fans around the world are discovering the Easter eggs hidden on their vehicles, then posting their finds on social media.
The contest runs through July 2 and ideas can be submitted at TheNextJeepEasterEgg.com. The judging panel includes Jeep brand executives and designers. The winner will be announced July 31 and will receive a new Jeep vehicle of their choice.
Entries will be judged on criteria including creativity, Jeep brand power, quality/actionable and original/authenticity.
Jeep Easter eggs started with the 2011 Grand Cherokee, said Mark Allen, head of Jeep design.
“We added small Jeep grilles inside the headlamp bulb shields,” Allen says in a release. “It was an off-the-cuff addition of a graphic to an otherwise standard piece. After that, we started sprinkling small graphics on various vehicles.”
“These small elements are a surprise and delight for our customers and help convey the human touch behind our products, which is appreciated,” he says.
The Jeep brand’s 2016 commercial “Portraits” noted that, “We don’t make Jeep. You do,” claiming that rightful ownership of the brand resides within its worldwide community. The contest is one more way for the brand to give its followers the chance to be a part of its storied history, according to the automaker.