The car maker is seeking contestants from 16 nations to compete in the 4x4 driving and multisport event, one of the largest marketing pushes the brand has undertaken.
The campaign was planned and bought by the UK and European divisions of MindShare's new-media arm, m digital.
Bruce Dunlop & Associates produced three tongue-in-cheek viral film clips, which will appear online, featuring unsuitable contestants who are training to enter the event.
In one, an office worker uses office equipment to get in shape for the events, which include kayaking and mountain biking.
"Viral film clips are not something Land Rover has traditionally done," an m digital spokeswoman said. "We wanted to create clips that featured people who really shouldn't be involved at all to encourage real contestants to apply."
Bespoke executions will run on the website of Emap's lads' magazine FHM (www.fhm. com). The site integrates Land Rover's promotional creative with content from the publication's 100 Great Adventures supplement.
