To launch the new Jeep Renegade, a millennial focused small SUV, we created a pre-launch social hub to showcase millennial targeted content curated by Jeep to showcase the "Renegade spirit"
The content showcased artists, musicians, filmmakers, and designers. The goal was to deliver a platform that could easily handle a wide variety of content without losing focus on the core tone and Jeep's brand message.
The answer was an aesthetically slick lifestyle platform that conveyed the Jeep brand and the tone of the vehicle without coming across as a sales tool. A social sidebar was a key feature in the experience and updated in real-time as the user explored the site.
The customizer was designed in true "Renegade spirit" in that it was a departure from most vehicle customizers found online. Instead of customizing the vehicle, users could customize the 'scene' surrounding the vehicle. The user generated artifacts would become shareable and highly unique.