Land Rover puts community at heart of integrated push

The campaign is centred around a global community based forum, which will consist almost exclusively of user-generated content. Forum users will be encouraged to submit their own words, pictures and videos, which depict them "going beyond" the norm.  They can upload their content via the website and from next year, via mobile as well.

The global Go Beyond site also features links to Land Rover's broadband TV channel GoBeyond.TV and GoBeyond Radio, a digital radio channel featuring music that links to the brand and its adventure theme.

The campaign also includes a two-minute film by RKCR/Y&R, which will screen in UK cinemas before being rolled out across other platforms such as TV, web, mobile phones, in dealerships, and at motor shows. The film aims to drive people online to interact with the global forum.

The campaign aims to build long term consumer engagement and position Land Rover as an "authentic brand that people trust and believe in". 

Julian Whitehead, global brand communications director of Land Rover, said: "We want to unleash a global community's sense of fun and enhance people's sense of adventure, while we in turn set the spirit of the Land Rover brand free."

Jon Williams, interactive creative director at Harrison Troughton Wunderman, said: "Go Beyond' is without doubt the biggest and most exciting digital project we have ever undertaken. The sheer scale of the beast, both in terms of the geographical reach, and the ambition of the undertaking, is huge."

"From the film, to the user-generated content based website, to the digital radio channel, to the IPTV channel, Land Rover really are living their brand."

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