Ford Motor Company’s Land Rover is launching a web destination as part of its integrated branded entertainment promotion, which will be called, ‘Go Beyond TV.’ Possibly this is the first automotive brand that delves into broadband video and user generated content to support its marketing program. The website is presently available on the original Land Rover site.
The web initiative is a brainchild of WPP Group’s Young & Rubicam. Mindshare is one of the content providers for the campaign.
The online campaign also intends to create an online community where users can share their own adventurous experiences. Through this webcast exercise Land Rover wants to reinforce its message, wherein by participating on there one will have a sense of personal achievement.
The campaign to begin with is focusing U.S. and U.K markets and plans to roll out in some other languages by early next year.
