The Jeep brand is once again celebrating Jeep 4x4 Day on April 4 – and this year it has what it calls a custom “Jeep Hair, Don’t Care” Snapchat lens that lets fans see themselves behind the wheel of an open-air Jeep Wrangler.
When Snapchat users raise their eyebrows, the hair in the lens “blows wildly, giving them that ‘Jeep Hair, Don’t Care’ feeling that only Jeep Wrangler drivers understand,” the brand said.
The custom lens is available to all Snapchat users for 24 hours on this “officially recognized holiday”. Jeep said the lens will remain active on Snapchat through October, but, starting April 5, it will be exclusively accessible by scanning Snap codes provided to fans at Jeep events. The Snap codes will also appear “intermittently” on the brand’s official social channels, including Facebook, Twitter, Instagram and the Jeep brand official blog.
According to the Jeep Blog, Jeep 4x4 Day is “the new holiday that celebrates the wave goodbye to winter — when off-road enthusiasts finally drop the top for spring and take to the trails to splash around in the mud made by the melting snow”.
Coincidentally, Jeep 4x4 Day 2016 marked the launch of Jeep’s Snapchat channel, as well as a Snapchat filter, which included the text “4x4 Day: Today was meant for adventure”, along with muddy tire tracks and the Jeep 4x4 Day logo.
“The Jeep brand’s passionate and diverse community of fans, followers and enthusiasts are one of the most socially driven in the automotive industry,” said Olivier Francois, chief marketing officer at Jeep parent FCA Global, in a statement. “Given the incredible success of last year’s Jeep filter, we saw the perfect opportunity to once again partner with Snapchat on ‘Jeep 4x4 Day’ to create a user experience that will make a significant impact with our millennial audience and across our global fan base.”
In addition, the Jeep social team aggregated fan content to create what it calls a celebratory montage in its Today Was Made For Adventure video.
“The handpicked content best embodies the enthusiasm and appreciation for all things Jeep, including traditions within its global community, such as off-roading, Jeep Hair, Don’t Care, the Jeep Wave, mudding and days spent on the beach,” the brand said.
Jeep is also encouraging fans to use the hashtag #Jeep4x4Day.
Per social listening and analytics firm Brandwatch, as of 11:30am ET on April 4, there had been around 575 mentions of the hashtag – and mentions were 99.4% positive.
The Snapchat lens and celebratory video were created in partnership with Society Agency, the social agency of record for FCA US.