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Jeep has one of the strongest brand communities on the planet. Jeep partnered with Vectorform to drive digital brand parity by elevating their Badge of Honor App—a premium platform that fosters transformational brand engagement, inviting the Jeep community to find and conquer trails, earning unique physical badges to display with pride on their vehicles and more.
Goals
Develop a strong digital platform
Ideate, design and develop product features that provide value to Jeep owners, while navigating the inherent challenges associated with creating a social platform.
Celebrate moments of significance
Ensure Jeep off-road enthusiasts can share their trail accomplishments and experiences in a variety of ways.
Establish new forms of business value
Enable Jeep, FCA business value by incorporating facets of natural brand promotion, after-market parts sharing, and more.
Results
130K+
Trail Check-Ins
86K+
Badges Delivered
20K+
Active Monthly Users
* As of Q2 2020
Nice app, a must-have for jeep owners!
Inspire Adventure
Jeep owners purchase Jeeps for their unique off-roading capabilities and associated culture of adventure. Badge of Honor elevates this desire by providing owners access to the latest events and sanctioned trails where owners can earn physical badges to adorn on their vehicle.
Drive Engagement
Climb the ranks based on points earned from checking into trails, sharing photos, and commenting. Community sourced info builds on the trail details, for better preparation for the obstacles that lie ahead.
Play Anywhere
Given the lack of connectivity, while off-roading, extensive field testing was performed to ensure a seamless user experience through a unique on/offline mobile architecture. Special attention was paid to maintaining access to crucial information while on the adventure, by developing a unique back-end system devised to capture and cache user activity when no data signal is detected.
Ride With Pride
Extensive field testing was performed to ensure a seamless user experience through a unique on/offline mobile architecture to address inconsistent connectivity while off-roading.
Building a digital community for brands can make an impact in a variety of ways such as standing out in a crowded market, creating resources and support for customers, and reducing marketing costs (Nearly half (49 percent) of businesses with online brand communities have cost savings between 10 and 25 percent per year). By listening and learning from Jeep owners, Badge of Honor continues to grow and foster new levels of brand engagement for the Jeep community while generating new forms of business value for FCA.
Roles
Deliverables
Concentrations
Download the app
Jeep® Badge of Honor® puts the off-road experience in your hand, so you can join in ‘celebrating off-road enthusiasts who've chosen the road less traveled’ — anywhere and everywhere you go.
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