Tasked with driving hands-on engagement with the Jeep Recon, AEON Point designed an immersive world to surprise and delight content creators, press and VIP guests. Every detail, from the run-of-show to brand ambassador selection to catering decisions, was unified under the “Operation Recon” theme, encouraging engagement and exploration throughout the experience.
From the moment guests arrived, they were transported into "Operation Recon". Entering a tunnel in total darkness, guests received a “mission briefing” that set up their objectives inside the venue and were given a branded carabiner required to complete their mission. Brand ambassadors styled in capability-themed attire (Rock, Sand, Snow, City, Sport) distributed collectible “mission cards” earned only after guests interacted with the vehicle. This system gamified the experience, motivated meaningful engagement, provided informative take-home items, and allowed for on-site tracking of guest participation.
Each environment was designed with close attention to sensory detail to encourage guests to linger longer and explore further. Guests were awed by the scent of real trees, the opportunity to step into a live water pond, a snowman’s real carrot nose, and themed food stations and bars. These details created memorable moments, inspiring organic content capture and social sharing.
Large scale dynamic visuals extended each physical environment, placing the Jeep Recon in real-world locations tied to its capabilities. From traversing the Swiss Alps to off-roading in Moab, digital content deepened immersion and reinforced the vehicle’s performance in context, fully transporting them into the world the Jeep Recon was built for.
The Jeep Recon reveal stood out by transforming a traditional automotive launch into a fully immersive, multi-environment experience designed for exploration, interaction, and discovery.
Rather than unveiling the vehicle in a passive staged moment, AEON Point created five distinct 360-degree environments representing terrains that the Jeep Recon was engineered to conquer: Sand, Rock, Snow, City, and Sport. Each space translated vehicle capabilities into physical experiences, allowing guests to learn about Recon’s performance through interaction. This innovative approach both broke through the noise of traditional automotive reveals and provided an interactive playground for content creators to authentically amplify media.
Activations were integrated into each setting: a “Jeep hair” Glambot® moment and sand sculpture highlighted the Recon’s cargo space and open-air freedom; a climbable rock ramp demonstrated approach angle; a life size snow globe highlighted safety features; a 24” deep live pool showcased water fording capability; and dynamic lighting and MOPAR accessory displays demonstrated the vehicle’s utility for everyday, city life.
By allowing guests to move freely and discover features at their own pace, the experience encouraged participation, play, and content creation. The result was an automotive reveal that felt intuitive, memorable, and grounded in real-world capability.
The Jeep Recon Reveal successfully delivered on its objectives, generating strong engagement, positive perception and widespread amplification. The launch generated 9.27 billion in global PR reach through more than 2,300 articles and posts, with 99 percent neutral to positive sentiment. Engagement performance exceeded benchmarks by 145%, reflecting strong audience interest and content resonance.
More than 200 media, creators, and VIP guests attended the experience, spending extended time exploring the five environments. The immersive format encouraged hands-on interaction and organic content creation, with guests capturing and sharing the vehicle in context rather than as a static display. Influencer content from the event delivered an estimated 45 million in reach, $900K in earned media value, and an approximate 13:1 ROI.
Feedback from attendees emphasized the clarity and memorability of the experience, with guests noting how easily the environments helped them understand what makes the Jeep Recon unique. The physical interaction with terrain, scale, and features increased confidence in the vehicle’s performance. This clarity translated into measurable demand, with model year orders exceeding targets by more than 30% and 8.2 million video views tied to launch content.
By replacing traditional launch tactics with immersive storytelling, the activation strengthened awareness and credibility around Jeep’s first fully electric off-road vehicle. The event positioned the Jeep Recon as a natural extension of the brand’s adventure ethos and set a benchmark for future experiential automotive reveals.
