Outside magazine readers are exactly the target audience for Land Rover: adventurous sorts with some discretionary income. Instead of just purchasing some ads in the publication and on its digital offerings, Land Rover has teamed up with the magazine to create a series of branded content across the publication’s properties, including custom video content.
The content will focus on three outdoor personalities who are “driven,” including the first person to stand-up paddle board the Bering Strait, Sonya Baumstein; the chief of climbing and ski gear manufacturer Black Diamond, Peter Metcalf; and Levinson Wood, who is attempting to be the first person to walk the length of the Nile River. The campaign will also be seen on Outside’s YouTube page and LandRoverUSA.com/Driven as well as have print elements and extensions on Outside TV.[more]
This is the fifth car company to do such an integration, Outside Publisher Scott Parmelee told Mediapost’s Marketing Daily. The company has previously worked with Ford, Jeep, and the Toyota 4Runner, and is currently working with Nissan. Each campaign contains content that helped communicate the desired message for the car.
Parmelee notes that the content is the key ingredient to this mixture. “Even though the program was created by the marketing dept., the editorial team is very involved,” he told Mediapost. “We gave them seven or eight,” people to choose from and Land Rover selected the final three.