FIAT Chrysler Australia is facing an onslaught of criticism on social media over its popular “Jeep Remote Dealership” promotion.
Within hours of the promotion closing this morning, hundreds of people had taken to Facebook to express their outrage. Many had threatened to sue Jeep, while others reposted links to official organisations such as the Australian Competition and Consumer Commission, encouraging Australians to report the company.
Two Facebook pages — “Jeep Fiasco Class Action Lawsuit” and “If you think the JEEP give away was a scam” — have already been created.
The official Jeep Australia Facebook page was littered with comments such as:
Mhusin A Luttoo: “That was a complete waste of my time. Jeep you can be sure that I will be suing you for unfair and unreliable advertising.”
Hayden Cox: “Joke joke joke.”
June Nightingale Gill: “Just got the update that all cars have been sold … pity you couldn’t send me the update with the phone number on it so I could at least have a chance to actually call!!!!!!”
Fiat Chrysler said it did everything it could to ensure the competition ran smoothly and would contact customers who lodged a complaint.
The idea for the ad campaign, developed by Melbourne ad agency Cummins&partners, seemed great. Launched a couple of weeks ago, the promotion gave 10 people a chance to buy a $40,000 Jeep for $10,000. To enter, punters had to download the Remote Dealership app and register.
On the day of the competition (today), a phone number was supposed to be revealed through the app. The first 10 people to call the number at 9:00:20 and get through would be picked while the next 50 would be registered as back-ups. The lucky few would have to pay the $10,000 and make their way to a dealership in a remote area through a series of checkpoints to complete the promotion.
The competition clearly resonated with Jeep lovers as the app was downloaded almost 50,000 times, which resulted in the unusually high conversion rate of 30,000 on the app waiting for the phone number this morning.
According to Jeep, phone calls to the call centre numbered in the hundreds of thousands with over 60,000 server requests for the phone number in under a minute.
Fiat Chrysler director of marketing Mark McCraith told news.com.au: “We did everything we can [to ensure it ran smoothly]. Of course people are disappointed they didn’t win but it was always going to be 10 people who would win.
“We always welcome engagement with our brand but unfortunately we can’t sell 30,000 cars at $10,000 or we would go out of business.”
Mr McCraith said Jeep would contact customers who lodged a complaint. He said: “We want to reassure them of the probity of the competition.”
He added the competition winners hail from all states and territories in Australia except for Northern Territory.
The first signs of a potential problem emerged yesterday when the secret phone number was revealed and posted to the Whirlpool user forum. The breach was discovered last night and it’s understood Jeep took actions to attempt to rectify the breach.
Many users on Jeep’s Facebook page complained that because the app was hacked and the number made public, Jeep should have changed the number or the competition as it represented an unfair advantage for those people who saw it.
Others complained they did not receive the phone number in time, or at all.
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Jeep Remote Dealership promotion causes outrage on social media
