Build momentum with a teaser phrase.
Integrate communities into your conversation.
@JeepItalia connected with a wide network, such as @Jeep_People, parent company FCA (@fcagroup), the @JuventusFC profile and the Juventus fan base. It even shared content from rock band @XAmbassadors, who featured in Jeep’s TV ad. These efforts resulted in access to more than 2 million followers.
Prepare to go live.
International media events are great opportunities for brands to prove themselves and test innovative solutions. … Jeep was playing on the field with the team, thanks to Twitter, the best social media channel to have a real-time dialogue with the fanbase.”