Land Rover Leverages Pikes Peak Run for 2014 Range Rover Sport Campaign
Multimedia Campaign To Span Print, Digital, and Television
After setting the record for the world's fastest production SUV up Pikes Peak in June, Land Rover is putting the pedal to the metal in marketing the 2014 Range Rover Sport, with a comprehensive campaign that will span almost all conceivable media, from digital, games, magazine and TV show sponsorship. With the theme "Driven to Another Level," the campaign kicked off with a commercial running on NBC Sports' coverage of English Premiere League soccer. At first appearing to be an encapsulation of the record-setting run, the spot ends with the technicians and time-keepers walking up to the SUV, and the driver driving away and descending the mountain.
Interactive web banner ads allow prospective buyers to experience the vehicle through a virtual driving experience on their mobile device, and a "Race to the Sun" game highlights the speed, agility, and off-road handling of the 2014 Range Rover Sport. A five-page high-impact print spread will run in the November issue of selected men's interest magazines.
The 2014 Range Rover Sport will also be the presenting sponsor of "The Live Climb," Alex Honnold's attempt at a solo free climb of an urban skyscraper on the National Geographic Channel. Finally, the Range Rover Sport will sponsor the Men's Journal original video series "The Driven" highlighting the stories and accomplishments of innovators and adventure seekers.
Source: Land Rover