Land Rover fires up interactive story for Instagram as its digital expertise sharpens
Land Rover is encouraging fans to build and navigate their own personalised story on Instagram as it looks to sharpen how it activates the brand in the online arena.
The social network’s strong visual ethos has convinced many car makers to experiment with it though Land Rover hopes its own effort is interactive enough to cut through the clutter. Fans of the brand can see the Land Rover Sport’s performance, whether it’s in the city or countryside, by clicking their way through a series of pictures that highlight everyday scenarios.
Created by The Brooklyn Brothers, "Adventuregram" uses one Instagram account for each step of the journey, allowing people to select what happens next in the story when they click on different tags on each photo. The pictures have been shot on the iPhone 6 to make it fit with user-generated-content on the social network and resemble the snaps a typical user would take.
Dominic Chambers, general manager of digital marketing at Jaguar Land Rover said: “Adventuregram is a fantastic way for users to engage with Land Rover Discovery Sport’s spirit of adventure on Instagram. As a brand we always encourage people to get out and about, to enjoy everyday adventures and to explore. Adventuregram does exactly this and we are excited that this will deliver users on social an interactive journey, providing a snapshot of what real-life Land Rover customers experience.
“Users increasingly want more exciting content and interaction on social media, especially on Instagram, whose growth has been tremendous in the past year. We feel Adventuregram delivers on this and we look forward to our users enjoying this interactive adventure.”
The campaign picks up the brand’s themes of adventure, innovation and exploration that were brought to the fore in its “Above and Beyond” push last year – the car marque’s biggest global push to date.
Land Rover’s Instagram move is the latest step in its bid to become more of a digital force. Last year, it launched its first digital-led campaign and said it would pump more funds into the channel in an attempt to support wider plans to launch or update 50 models over the next five years.