Land Rover is embracing digital brand communications by launching a broadband TV channel, called Go Beyond. Developed by MindShare, Go Beyond is designed to create and incorporate new ways of engaging consumers with brand values.

In magazine format, the channel will be about a community of people who live the Land Rover brand. It will feature Land Rover "VIPs," including tennis star Maria Sharapova and rugby player Lawrence Dallaglio among others.

The channel will cover 21st century adventure from travel to Land Rover off-road journeys, from stories about people and places to culture and sport. It will contain a blend of original content and material from the Land Rover's One Life customer magazine.
"Go Beyond is about going beyond personal boundaries and experiencing adventure in its many forms," says Phil Popham, managing director of Land Rover. "It amplifies the core brand promise of Land Rover to 'Go Beyond.'"

The channel can be accessed on any computer with a broadband connection; it will be displayed at Land Rover
dealerships and major motor shows, and ultimately will be available for download to devices such as mobile phones and hand-held consoles •

Will gamers accept ads in games? In research conducted online with respondents from China, France, Germany, South Korea, Mexico, Singapore, Taiwan, U.K., and U.S., Mediaedge:cia found that the answer is "yes," if it's relevant. Among the findings:

• When in-game placements are done well, they don't actually feel like advertising; they are perceived as a natural part of the game.
• Gaming offers the opportunity to connect with a traditionally hard-to-reach audience — young affluent males. • •

GO TO: [1] [2] [3] [4]