MAHWAH, New Jersey — A new Jaguar social media contest challenges consumers to think like a villain for the chance to win an all-expenses-paid trip to the annual SXSW Interactive conference in Austin, Texas, in March.
The new campaign — called #EveryVillainNeeds — builds on the "British Villains" ads for the 2015 Jaguar F-Type Coupe that launched during last year's Super Bowl. It also extends the "British Intelligence" promotions for the company's luxury sedan lineup, including the 2015 XJ and XF, as well as the all-new XE, which will go on sale in the U.S. in 2016.
With #EveryVillainNeeds, Jaguar is asking consumers to think like a villain in a variety of situations and submit answers through Twitter and/or Instagram.
Every week from January 12 through February 2, Jaguar USA will issue a villain-related challenge through its own Twitter and Instagram accounts. For example, Jaguar might post: "#EveryVillainNeeds a proper disguise. Show us what you would wear to hide in plain sight."
Consumers would then submit a written response, photograph or 30-second video illustrating their answer, using the hashtags #EveryVillainNeeds and #Contest. They would then be directed to a registration page.
Four winners — selected for creativity, originality and relevance to the challenge — and their guests will receive all-expenses-paid trips to the tech conference in Austin, March 12-15, where they will attend the opening party for The Boffin's Lab, an interactive pop-up space sponsored by Jaguar and WIRED Insider. The lab will showcase the technology that "every villain needs" and highlight the 2016 Jaguar XE, which will be on display at the event.
Jaguar says each prize package, which includes round-trip airfare for two, three nights' accommodations, chauffeured ground transportation from the airport and a $1,000 gift card for the winner only, has a total value of up to $7,400.
"The 'British Intelligence' and 'British Villains' campaigns that we launched last year successfully differentiated Jaguar as a British challenger brand, so, naturally, we're extending the villain theme this year by inviting consumers to participate through the #EveryVillainNeeds competition," said Kim McCullough, vice president of marketing for Jaguar Land Rover North America, in a statement.
"We are so pleased to partner with WIRED Insider to create an innovative and immersive Boffin's Lab and give a few lucky consumers a trip to Austin to experience the Lab and see the all-new Jaguar XE."
The contest is open to U.S. residents who are 25 years of age or older at the time of entry. In order to be eligible, consumers must follow @JaguarUSA on Twitter or Instagram and have their accounts set to "public" for the duration of the contest.
Edmunds says: Jaguar fans who can think like villains should have fun with this contest.