Land Rover is turning to online community specialist Live World to moderate the community for its “Go Beyond” campaign.
The Go Beyond site, which launched in April, began with original content from Land Rover, the Discovery Channel, and sponsors like Born Free, Biosphere Expeditions and the Royal Geographical Society.
Now, Land Rover is adding more user-generated content and forums, hoping to build a community of adventure-seeking consumers globally, centered around the Land Rover brand. The site encourages users to share stories and videos displaying their “spirit of adventure.” Some, but not all, of those adventures will include a Land Rover.
“The ultimate ambition of the site is that it’ll become interactive so that real people will be able to upload their experience of adventure,” Steve Hobbs, editor of Go Beyond, told ClickZ when the site launched. “Obviously people can just read the content but I hope and I believe that people will want to participate … This is a site that’s about people. It’s not about cars.”
The forum will consist almost exclusively of user generated content, covering topics like music, food, travel, sports, art, thought, personal missions, journeys and fascinations. The guidelines allow any kind of experiences, big or small, as long they “go beyond” for the individual.
Live World develops and deploys branded online communities. Last month, Live World partnered with WPP, parent of land Rover’s agency of record Wunderman UK, in a joint venture to foster integration of Live World’s services into campaigns on WPP’s clients.
“Creating brand experience on the Internet goes beyond just having a Web site,” Jon Williams, interactive creative director at Harrison Troughton Wunderman, said in a statement. “It demands the tone and cultural experience that engages and supports the customer experience. This is why we chose LiveWorld, one of the most experienced providers of online moderation services in the industry.”
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