Jeep wanted to host a concert at Red Rocks Amphitheater, but traditional sponsorship costs did not provide value or drive traffic to dealerships for test drives. Additionally, Jeep was losing market share to Subaru and needed to regain its position among the outdoorsy, adventurous demographic.

Instead of sponsoring a concert event, Jeep became the promoters. With the guidance from LYRIC, Jeep booked musical talent Counting Crows, rented the venue, and promoted the concert. By controlling everything, including ticket allocations, Jeep was able to keep 2,000 tickets to use as test-drive incentives. This strategy drove traffic to dealerships, offering two free tickets with each test drive. The remaining tickets were sold, and Jeep used the name, image, and likeness of the band in their advertising to promote the test-drive promotion. To implement this strategy, LYRIC collaborated with Red Light Management to book the talent. In addition, LYRIC handled all event planning and production, content creation including video, radio, and social media, and promotion across multiple channels.

We had over 1,000 test-drives during the promotion. The concert sold out, attracting over 10,000 attendees. Key learnings from this campaign revealed that brands could own concert events instead of merely sponsoring them. Due to the campaign's success, Jeep continued this program in future strategies. This case study highlights the innovative approach Jeep took to regain market share and drive dealership traffic, showcasing the effectiveness of brand-owned events in achieving marketing objectives.