The Land Rover Brand Experience Off Road and Online

Jun 032011
 

Land Rover of Larchmont and Land Rover of Mt. Kisco teamed to bring the Land Rover Brand Experience home to their local customers. With the help of Overland Experts, trainers of expedition drivers, off-road racers, and Special Forces teams, the dealerships built a special off road course in upper Westchester County, New York and invited their best customers for a day of off-road training.


Drivers got hands-on instruction on how to handle steep terrain, rocky descents, deep ditches, and more mud than ever anticipated. The day certainly delivered on the dealerships’ promise: “You haven’t experienced Land Rover until you take it off the pavement.” We used video to build anticipation for the event:
What’s on the course:

Caring for the environment:

While off road is the soul of Land Rover, the dealership program hasn’t stayed outdoors. They inaugurated their Facebook programs to compliment their new off road course and are focusing on a small, but highly engaged audience of brand “friends.” Many dealerships simply post their lease specials and pictures of their building, missing the real opportunity of Facebook.

Rather than collect a large number of passive “likes,” the dealerships are pursuing a strategy of carefully building an active community of off road Land Rover brand enthusiasts. Land Rover of Larchmont and Land Rover Mt. Kisco own the off road course so they can continue to deliver the brand experience to customers through continuing Facebook engagement along with more off road schools and events. The results are already promising. While largely consisting of the thirty drivers who participated in the off road event, the dealerships’ Facebook audience is engaged with regularly viewing content and sharing it with one another. While the number of “likes” is small, the number of impressions each post racks up is five to eight times greater.

 

© 2014 Lisa Merriam