Land Rover North America is hyping the global debut of the all-new Range Rover Sport March 26 at the New York International Auto Show through efforts that span a microsite, video marketing and social media buzz.
The automaker is sharing a live broadcast of its latest model reveal through a dedicated microsite for the first time and is using teaser videos to trigger site registrations. The launch event will be a live drive through Manhattan on the evening before the auto show opens to the press.
“New York is the biggest Range Rover Sport market in the world, and the Range Rover Sport is the most popular car Land Rover sells in America, so we couldn’t think of a better place to debut our all-new Range Rover Sport than in the Big Apple,” said Stuart Schorr, vice president of communications and public affairs at Jaguar Land Rover North America, Mahwah, NJ.
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The Range Rover Sport is Land Rover’s third new Range Rover model to release in the last two years, following the 2012 Range Rover Evoque and the next-generation Range Rover.
The new Sport is the “most responsive and most agile vehicle to date,” per the automaker. Model specifications will be released on the evening of the live drive.
Land Rover is looking to bring its customers and social followers to the New York launch event virtually through its first live broadcast on a dedicated microsite.
Consumers can register at http://landroverusa.com/newrangeroversport to receive a personal invitation and password to view the broadcast via email. Registrants will have access to other exclusive content as well.
Land Rover is encouraging consumers to sign up on the microsite through multimedia promotions.
The automaker has been sharing a blurred image and two teaser videos on its social media channels including Facebook and Twitter.
Also, Land Rover took out YouTube ads so that its 30-second teaser film called “An Early Glimpse of the All-New Range Rover Sport” plays before select videos to show the vehicle entering a travel crate from the automaker’s British headquarters.
The video shows the headlights and a close-up view of the car’s exterior lines.
Range Rover Sport teaser video
The next teaser video depicts the model’s arrival in New York and shows interior and exterior shots as the car drives on city streets.
Range Rover teaser video
Land Rover previously created digital hype for the live global reveal of the next-generation Range Rover in August.
The automaker presented its digital marketing efforts for the Range Rover on a microsite. It also shared specifications, select press reviews, images and the video via its international Land Rover and Range Rover Web sites, Facebook, Twitter and YouTube (see story).
The automaker seemed to be targeting its efforts for the next-generation Range Rover reveal to the younger Internet-addicted generations.
Now, Land Rover is continuing with its digitally-driven efforts to hype the all-new Range Rover.
“In today’s visual and digital world, we needed video to fully convey the excitement of the car, the city and the debut,” Mr. Schorr said.
“We really wanted to bring our fans right into the room and right into the car,” he said.
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