WHITE LAKE, Michigan – Szott M-59 Chrysler Jeep is awarding a 2015 Wrangler SUV in its “Rear on the Wrangler” contest, where contestants must stay awake and keep their bottoms on the Jeep.
The dealership teamed up with Detroit radio station Channel 955 to select 20 contestants who wanted to participate in the contest for two-hour increments with a 15-minute break between. The contest’s slogan is “Don’t fall asleep on the Jeep.”
Owner Thad Szott told Edmunds he expects the contest, which began on Monday, to last at least three days. As of Thursday morning, three people were still in the running.
“We had a few contestants take their 15-minute break and fall asleep, so they didn’t make it back in time to start the next two hours,” Szott said.
It is being video-streamed live online and at one point, 350,000 people were viewing simultaneously, Szott said.
The radio station has broadcasted remotely from the showroom as well.
The contestants are allowed to use their phones, so they boast about their involvement on social media.
As a result, the contest has raised the visibility of the dealership, increased showroom traffic and brought the community together, Szott said.
“We’ve easily sold six cars to people in two days as a direct result of ‘Rear on the Wrangler’,” he said. “The impact of this contest is unbelievable.”
Edmunds says: No butts about it, great marketing can be as fun as a crazy contest.