Land Rover backs G4 with online competition

LONDON - Land Rover is developing a Wap site, Bluetooth advertising and online games to support its global adventure challenge.

The car manufacturer has also launched a new website, landroverg4challenge.com for the G4 challenge, where finalists from 18 countries compete in extreme sports including rock climbing and kayaking over four weeks in April, across four countries (Thailand, Laos, Brazil and Bolivia), for a chance to win a Land Rover.

Adventure enthusiasts can apply for a place on via the website, and data will be captured for use in later test-drive campaigns to push vehicle sales.

The website promotes brand partnerships with Nike ACG, Goodyear, Lazer Helmets and Pyranha Kayaks, and will include action from the competition in real time.

Emails sent to the Land Rover database, and banners on Land Rover sites will drive traffic to the homepage.

A Wap site developed by Bluesphere Games includes challenge information and competitor biographies, news articles, results, as well as competitions, downloads of mobile games, wallpapers, ringtones and lists available merchandise.

A 30-second film taken in Thailand and Laos has been formatted for Bluetooth broadcast on mobile.

The motor firm is also running a trip of a lifetime competition, consisting of online games and a quiz, for one week from January 29. This is promoted through 500,000 emails and the competitor with the best score in the fastest time wins the chance to accompany the Land Rover G4 Challenge crew on the final leg of the challenge in Brazil or Bolivia.

A second virtual challenge runs in April offering kit from the challenge as prizes.

The campaign was developed by Freestyle New Media.

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