Marketing departments searching for new and innovative ways to engage clients have turned to “gamification” to provide a more interactive experience for customers to engage with their brand. The term refers to a company creating a game or contest around their product, and it appears that Land Rover is throwing their hat in the ring with a new Range Rover Sport advertisement.
Land Rover’s new, digital ad “Race the Sun” allows would-be customers to sync their smart phones to the game and help navigate the Range Rover Sport around a series of obstacles, all portrayed on screen via high-quality film of the Sport as it embarks on a short journey. Participants swipe and tap their phones to convey commands as a short film plays on screen.
“Digital is a core element of Land Rover’s marketing strategy,” said Land Rover North America digital marketing and social media manager Kim Kyaw told GamesBeat. “Our target consumer is digitally savvy and indexes high for mobile and tablet usage during the vehicle shopping process. Our goal is to communicate in ways that are relevant and add value to their experience.”
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