Land Rover turns to Periscope and Facebook Live for ad campaign

Land Rover has turned to Facebook Live and Periscope to showcase its vehicles capabilities with live stream test drives.

Every Friday afternoon throughout April, Land Rover will host multiple live broadcasts on Facebook and its Twitter channel, using Periscope.

The global campaign, developed by The Brooklyn Brothers, will feature off-road and on-road driving demonstrations which will showcase how the vehicles handle different environments and a variety of terrains.

The broadcasts will also encompass live Q&A sessions by allowing viewers to ask questions about the specific model in test through Periscope and Twitter via the hashtag #LiveTestDrive.

Discussing the move Peter Biven, head of global digital marketing at Land Rover said, “We needed to make our products more accessible to online viewers and increase interaction with fans and potential customers.

“The use of Periscope and Facebook Live allows us to do something completely different, engaging our audience in a live way – it felt like now was the right time for detailed product demos.”

Alex Trickett, head of sport for Twitter UK described the way which brands such as Land Rover have been using Periscope as “incredible” and added that the recent link-up with GoPro has “brought about a whole new wave of creativity”.

Models that will be used within this Live Test Drive programme include the Land Rover Discovery Sport, Range Rover Evoque and Evoque Convertible and the Range Rover Sport SVR.

Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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