Jeep Middle East has taken its off-road rescue culture into live streams. “Rescue Squad” is a two-week activation where Saudi streamers ran nightly sessions and viewers who got stuck in-game could type /Rescue Squad to summon a convoy of virtual Jeeps for a pull-out. It also included a custom in-game showroom and links to book real test drives, plus surprise drops of real recovery gear.
How ‘Rescue Squad’ worked
Short, clear mechanic; no gimmicks.
- Two weeks of nightly streams led by 13 popular Saudi creators.
- Players typed /Rescue Squad when stuck.
- A Jeep convoy arrived in-game to tow them out and keep the run going.
- Streams also pointed to a virtual showroom with test-drive links.
The idea mirrors how off-roaders act in real life. If someone bogs down in the dunes, another Jeep turns up with a strap. Here, that spirit played out live on Twitch-style streams with the chat spamming for help—and getting it—on demand. It’s simple, social and very “Jeep”.
Why Saudi—and why now
Gaming in Saudi is scaling fast, with big events and investment. The activation landed right after the Esports World Cup in Riyadh, keeping audiences warm while attention was still high.
- EWC 2025 dominated the summer calendar in KSA, with weeks of competition and headline moments. (Catch our coverage of the EWC opening ceremony and more on Tbreak.)
- Local focus means streams hit prime evening slots in KSA/UAE time, which is when audience chat is most active.
- Jeep’s off-road identity already resonates in the region’s desert culture.
Further reading on Tbreak: our EWC 2025 opening ceremony recap and updates on Lenovo Legion’s hardware partnership offer context on how publishers and brands are investing around KSA’s gaming scene.
From stream fun to real-world test drives
It wasn’t just a Twitch moment; it bridged into showrooms.
- A bespoke in-game Jeep space let players browse models.
- Digital flyers pushed straight to book a real-life test drive.
- Giveaways swapped typical merch for recovery gear—ropes, jerrycans, shovels, towing hooks.
That last bit is smart. Recovery gear is what off-road communities actually want. It reinforces Jeep’s “we’ll get you out” identity, and it’s far more memorable than a cap. For UAE readers: we’ve seen Stellantis trial customer-friendly services here too—see its Zofeur pick-and-drop pilot for car servicing across Dubai and Abu Dhabi.
The message from Jeep and Publicis
No fluff—just straight quotes on what this activation was meant to do.
- Melhem Najm, CMO, Stellantis MEA: it showcased Jeep’s 4×4 DNA in a new space while tying back to real-world objectives.
- Yara Maroun, Head of Marketing, Jeep ME: this wasn’t a logo drop; it leaned on community, adventure and authentic capability.
- Tuki Ghiassi, ECD, Publicis ME: the concept flipped a classic gaming pain point into surprise and community.
That framing matters. It’s not an in-game banner; it’s product truth translated into live play. The rescue is the advert.
What this means for brand activations in MENA
Useful lessons for anyone planning gaming tie-ins.
- Make the product action the mechanic. Jeep rescues; the activation rescues.
- Keep it native to live chat. One command. Instant result.
- Close the loop to retail. Showroom + test-drive links.
- Reward with utility. Recovery gear beats swag.
For the region, it’s another data point that gaming is now a mainstream channel for automotive.
What is Jeep’s “Rescue Squad”?
A live gaming activation where viewers typed /Rescue Squad to summon a digital Jeep convoy to recover stuck players during streams.
Where did it run?
Across nightly streams featuring 13 well-known Saudi creators over a two-week period.
Was there any real-world angle?
Yes. A custom in-game showroom linked to book a test drive, and stream giveaways included real off-road recovery gear.
