The Range Rover Evoque’s “Pulse of the City” campaign has used several creative tactics to build buzz around their newest vehicle. Be it celebrities, behind-the-scenes videos, or intricate wire sculptures, Range Rover has used every resource possible to spread the word about the Evoque.
The latest bit of news relates to an art project that uses the Evoques “Pulse of the City” mobile phone app. The Pulse of the City app works like a GPS device with added features. It charts its user’s journeys and lets the user post their travels online. The journeys manifest on a phone or computer screen as interesting images when city routes are given shape through the use of this application.
Never missing a marketing opportunity, Land Rover hired a group of musicians (a band named OK Go) to create an artistic project using the “Pulse of the City” app. Other app users joined the fun as well and created their own app-projects. The efforts culminated in a music video (included below).
Certainly an unconventional concept, it will be interesting to see whether the Pulse of the City campaign is strong sales driver, or merely an impressive art project. Color me skeptical, but it seems the young, urban demographic targeted through this marketing initiative may not have the necessary funds to afford the premium-priced Evoque.
Time will tell.
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