New Land Rover website invites user-generated content

by Alison Donnelly Marketing 12-May-08, 12:30

LONDON - Land Rover has revamped its 'Go Beyond' website as part of moves to further integrate its overall web services.

The site, www.landrover.com/gobeyond, has undergone an extensive redesign that places a strong emphasis on content. It also encourages user-generated content by allowing users to upload and share adventure experiences.

The website also provides access to Land Rover's online TV channel which has been upgraded to include features such as a film rating function and the option to add RSS feeds.

Redwood, which manages the editorial direction and content on the site, has also created a number of new films, available exclusively on Go Beyond TV.

To support Land Rover's 60th anniversary celebrations taking place this summer, Redwood and Land Rover have teamed up to offer consumers the chance to win their own adventure package of a £2,000 holiday and £800 digital camera on which to record their adventures. To enter, participants are invited to upload pictures onto the Go Beyond website, featuring their own adventure experience. The competition runs through to August.

Sarah Turner, senior account director at Redwood, said: 'Adventure is firmly at the centre of Land Rover's brand and gobeyond.com communicates this in an engaging and editorial way. The re-launched website is a collection of amazing stories and experiences which we believe will not only capture the imagination of our audience, but will inspire them to get out and find adventure for themselves.'

Comments

Ian Crocombe - 12/05/2008

I must say I was amazed at this website, and not in a good way - it took forever to load - the page layout felt dated and confusing - yes, I want to read more, stop making me click on stuff - the content itself could be interesting if it was a film - the pop ups for more info felt nasty On a more general note there is no motivation or CTA to motive people to post content. As most people who could be bothered to write something for a brand will probably have a blog or social network profile there should be the ability to deep link back into the content they've written (can't do that, it's in flash), make the content available in search results (ditto) or make it portable, widgety and commentable on (ditto again).

simon white - 12/05/2008

A wasted opportunity. The fact that the introduction to the website was at the bottom of the page and hard to spot, made me feel like switching off immediately. Then I read Ian's comments here and realised I could have saved myself the bother of cutting and pasting the link (why doesn't BR offer clickable links?) It's not such a bad idea, but executed in a way which does nothing to make the site compelling IMHO.