The British luxury automotive brand Land Rover is rolling out an “adventurous” digitally-led marketing effort to promote a new car range Discovery and its first model “Discovery Sport.” For the campaign, the automaker has teamed up with another British brand, Virgin Galactic, the first company in the world to serve commercial spaceflights.
Together they’ve launched an online competition to win a space trip for “four adventurous friends.” It is known that the competition is open for entries from 40 countries and will last until December 2014.
To participate, users should go to Land Rover’s website, choose their country, connect through Facebook with the entry page where they can “create a ship”, give it a name, and write a short 500-word story about what adventure means to them. At the next step, they will be asked to shot a 30-second video where they should prove that they are adventurous enough and deserve to win. After that, they can select three friends who’d join the team and embark on a space trip with Virgin Galactic.
Land Rover has also shot an advertising film about its debut “Discovery Sport” at Spaceport America, New Mexico, which will be the base for Virgin Galactic’s sub-orbital space flights. The film features some inspirational leaders, such as Sir Richard Branson, the founder of Virgin, Bear Grylls, Biritish adventurer and TV presenter, as well as Sir Ranulph Fiennes, another great adventurer and holder of several endurance records. View the film below.
The new Land Rover “Discovery Sport” will be advertised online only for the first time in the brand’s history.