Jeep ‘Repurposes’ Mysterious Utah Monolith and Scores a Viral Moment

Automaker's post with agency Highdive, depicting it as a charging station for the hybrid Wrangler, soars on Facebook, Instagram, Twitter

This became the top static social post on Jeep's Facebook channel in less than 24 hours Jeep/Highdive

When a mysterious monolith was spotted in the desert in Utah’s Red Rock Country last month, it sparked intrigue for a lot of people. But for Jeep and agency partner Highdive, it sparked opportunity.

Jeep and Highdive “repurposed” the mysterious monolith into a charging station for the Jeep Wrangler PHEV (plug-in hybrid electric vehicle), and the organic post took off on the carmaker’s social channels.

At the time of this post, on Facebook, it became the top static social post on the Jeep channel in less than 24 hours, tallying the most Reactions year-to-date (over 102,000), the most shares (nearly 15,000) and the second-most comments (also nearly 15,000).

On Instagram, it had reached No. 3 in 2020 for the Jeep channel, with nearly 257,000 likes and over 3,000 comments at the time of this post.

It was also Jeep’s No. 3 tweet of 2020 at the time of this post, with over 3,000 likes, nearly 400 retweets and more than 300 comments.

The monolith may be gone, but it’s still resonating on the automaker’s social channels.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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