Jaguar to use Tumblr in F-Type campaign celebrating Britain
Jaguar is placing its new Tumblr channel at the heart of a social media campaign encouraging consumers to celebrate "the best of modern Britain", marking the launch of its F-Type model.
The automotive brand is using the hashtag #YourTurnBritain to drive interest in the F-Type model, a two-seater sports car, with content promoted through Twitter, Facebook, Instagram and its Tumblr channel.
The best posts using the #YourTurnBritain hashtag will be entered to win weekly prizes, as well as four "money can’t buy" F-Type lifestyle experiences.
As part of the campaign, by We Are Social and The Brooklyn Brothers, Jaguar brand ambassadors including England cricketers Graeme Swann and Jimmy Anderson, actor Jamie Campbell-Bower and designer Alice Temperley have been filmed giving an insight into their view of modern Britain.
The campaign will also be incorporated into above-the-line activity.
Ken Forbes, Jaguar’s UK marketing director, said: "#YourTurnBritain is an opportunity to celebrate all things British, iconic and of the moment, which is how we consider the F-Type – a symbol of great British success. We are delighted with the campaign and wish everyone who participates in the #YourTurnBritain contest the very best of luck."
Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.