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Land Rover has plans to implement its biggest marketing plan to date in an effort to promote new vehicle models like the enhanced Range Rover Sport. The “Driven to Another Level” campaign will take an integrated marketing approach, featuring a series of TV advertisements and iAds, as well as an interactive game called “Race the Sun.”
The commercials will focus heavily on the vehicles, with little copy or voiceover, and are believed to feature the new Range Rover Sport in its record-setting Pikes Peak climb. TV spots will run 30 seconds, while 60 and 90 second extended versions can be seen online.
Land Rover’s “Race the Sun” game will allow users to take the wheel of a Land Rover vehicle (virtually) while experiencing five different driving scenarios. The game showcases the vehicles various components, off-road capabilities and exterior design, as their motive here is clearly to generate interest in their models.
iAds, banner ads and infographics will be gracing the online and print domains of popular publications like The Wall Street Journey, Wired, Car and Driver, Esquire and Slate.
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