Jaguar UK has teamed up with agency We Are Social to launch an engaging social-media initiative, built around desires. The new 2-week promotion, launched this Monday for the British audience, is devised to promote the brand’s new F-TYPE sports car ahead of its launch on the UK market later this year.

For the “Desire Calendar” competition on Facebook, the creative team has shortlisted 14 biggest desires suggested by bloggers and influencers from various areas including fashion and lifestyle as well as from the brand’s social media communities.

Pic.: Jaguar Desire Calendar, www.facebook.com/JaguarUK (click to enlarge)

All of these «desires» are featured in 14 windows—one for each day,—highlighting a daily prize. For March 14, they have chosen The Vineyard spa experience, which can be won all UK residents over 18 years of age (however,  winners of any prizes including driving must be aged 28 or over). To enter the competition, fans are asked to share daily updates from the Jaguar Facebook page relevant to the prize being given away, and include a link to the ‘Desire’ app.

“We asked We Are Social to create a campaign which would support the pre-launch phase of the Jaguar F-TYPE. It was important to maintain a luxury feel that was in keeping with the Jaguar brand, but at the same time was inclusive—appealing to a wide audience to take part,” commented Laura Hopes, Digital Marketing Manager at Jaguar UK. «We felt this idea fitted the brief perfectly. It also cleverly uses our theme of ‘desire’ to engage with key influencers as well as our social media communities.”

This social-media activation is part of the global «Desire» campaign, centered upon the eponymous 15-minute film, announced by Jaguar earlier in 2012.  It was created by Brooklyn Brothers and Ridley Scott’s RSA Films. The film stars British actor Damian Lewis along with some others and uses the “Burning Desire” song by Lana Del Ray as the soundtrack. Watch the official trailer below.