4X4 brand Jeep Poland wanted to engage with a younger generation who, instead of exploring the great outdoors, were more interested in staying indoors and surfing the web. So in an effort to convince them to get out and explore the country, they created Jeep-In, a geolocalisation game that turned Poland into one giant treasure map.

To participate, players were given a map with the exact location of each award. To collect them, they had to go off road and trek through mountains, forests and other rough terrain and find them. Each award was placed in the most remote and hard to reach locations in the country so when they reached the spot, they would use their smartphone to check-in (jeep-in) and collect the award.

The campaign was to prove that the people taking part were adventurous and that the eventual winner, who won themselves a Jeep Grand Cherokee, would embody this idea. Overall, the campaign was a success; the Jeep website was visited over 250,000 times, 2,000 people took part in the campaign and the number of likes with the Facebook page grew by over 800 per cent. Considering that Poland covers 312,000 square miles, not a huge number of people took part, but campaigns like this are more about creating brand awareness, and considering the number of likes and visits they got,  this would be defined as a success.

The campaign was created by Leo Burnett in Warsaw.