Driving High-Performance Content
Automotive is at our core, so the invitation from Dana Aftermarket to go off-road and get hands-on with legendary hometown Toledo brands like Dana and Jeep was met with an enthusiastic “yes!” from the Concentrek team. For Dana Aftermarket, Easter Jeep Safari in Moab, Utah is an annual opportunity to demonstrate extreme performance of its products and gain valuable feedback from Jeep enthusiasts and industry partners while creating dynamic content to generate buzz well beyond the desert. We supported Dana Aftermarket by delivering an integrated approach to storytelling and promotion before, during and after the event. With our 100% in-house production capability, we can easily pack up and go wherever there's a story to tell.
Elevated Video + Photography
By itself, the astonishing natural beauty of Moab can help make the average shooter look like a pro. The real challenge starts when tasked with capturing fleets of Jeeps outfitted with Dana Aftermarket parts as they navigate extreme angles, obstacles and other environmental conditions that are not very friendly to modern camera technology—or humans—on any given day. Concentrek deployed traditional and GoPro cameras, as well as drones, to capture content that will be leveraged across multiple channels and campaigns beyond Easter Jeep Safari.
Concentrek built a custom microsite to engage fans and customers seeking the latest Easter Jeep Safari content from the Dana Aftermarket team. The site also incorporated details on the products featured in the action photos and videos that were posted in real time and promoted through social channels. The website was additionally a hub for an axle giveaway promotion launched alongside the event, expanding Dana Aftermarket's database of end-use customers.
Throughout Easter Jeep Safari,
the average time on page for the event microsite was 2 minutes and 34 seconds.
Real-Time, Strategic Content Marketing
The Concentrek content marketing team prioritized real-time social media management throughout Easter Jeep Safari by posting daily video and photo updates highlighting event recaps, Jeep vehicle build specifics and details on an axle giveaway promotion. The end result was a consistent cadence of quality content that helped give the online audience a passenger-seat view of Dana Aftermarket’s journey.
Dana Aftermarket saw a total of
18,426 clicks on Easter Jeep Safari social channel posts
created and managed by Concentrek.