VIDEO: Land Rover develops interactive app to promote new Range Rover | Mobile Devices | Mobile Entertainment

VIDEO: Land Rover develops interactive app to promote new Range Rover

VIDEO: Land Rover develops interactive app to promote new Range Rover
Zen Terrelonge

by

Devices / iPhone / May 3rd 2013 at 12:27PM

Designed to avoid traditional advertising methods and 'showcase the brand's pioneering spirit'.

Land Rover North America has issued a new iOS app for iPhone and iPad, entitled The Trail Less Travelled. The app promotes the fourth generation Range Rover and has been 'designed to integrate the customer in a completely different way than traditional advertising.'

The new vehicle was shot in action on-road and off-road from four different camera angles, and users have the power to switch between views. They can also choose between different routes, journey start points, soundtrack and more.

Kim McCullough, brand VP of Land Rover North America, said: "For over 65 years, Land Rover has been a pioneer in the auto industry by exploring new ways to help take people places in a way that other vehicles simply cannot. The Trail Less Traveled app is meant to showcase this spirit that is inherent to our brand.

"Moreover, the app is a tool that we know will resonate with our owners and enthusiasts as they are tech-savvy and intensively active social-media users."

Land Rover says it has pumped more money into digital and mobile marketing now than at any time in its history, with digital media spending now accounting for more than 35 per cent of the overall marketing mix.

It also boasts an updated mobile site and a focus on expanding its presence across social networks, including Facebook, Google+, Instagram, Twitter, YouTube, Pinterest and Tumblr.

Check out the video below.