Land Rover Releases First Ever Exploration Driving App For All-New Range Rover
-- The Trail Less Traveled app is available now on Apple's iTunes for iPhone and iPad
-- App enables consumers to explore the most capable, most refined Range Rover ever, inside and out, through an eight-stage interactive journey from four synced camera angles
MAHWAH, NJ--May 2, 2013: Today, Land Rover North America announced the release of the brand's first ever app designed to showcase the fourth generation Range Rover vehicle. The Trail Less Traveled app, available now on iTunes.com, enables users to take a journey with the Range Rover vehicle, explore its robust on-road and off-road capabilities and experience the numerous interior and exterior refinements that make the vehicle the most capable and refined Range Rover ever.
"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," said Kim McCullough, Brand Vice President of Land Rover North America. "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."
Robust on-road and off-road capabilities, combined with a collection of interior and exterior refinements, help differentiate the Range Rover vehicle from its competitors. The Trail Less Traveled invites users to explore the fourth generation Range Rover, inside and out, through an eight-stage interactive journey from any of four camera angles -- simultaneously. The technology takes the driver through stunning scenery, then switches instantly from wide camera angles to tight close ups and even the driver's point-of-view, all to provide an authentic Range Rover driving experience.
A driver can select his or her own route through an interactive map, advance to different stages of the journey, and even pause the experience, to explore pictures and videos of the latest engineering advancements in the vehicle. Beyond the journey, the driver can choose their own perspective, soundtrack, and even their own ending.
The Trail Less Traveled was conceptualized and produced by Land Rover's creative agency team comprised of a partnership between Wunderman, Y&R and Blast Radius and is the latest digital tool implemented by Land Rover to create a "digital showroom" for owners and enthusiasts. In the past two years, Land Rover has delegated more resources to digital and mobile now than at any time in the brand's history. Digital media spending has doubled to more than 35% of the marketing mix. Land Rover has also explored new ways to produce digital content through partners such as 500px and refreshed its mobile site and all social properties. The brand is also enhancing its digital presence on social platforms including Facebook, Google+, Instagram, Twitter, YouTube, Pinterest and Tumblr.