SHANGHAI – Land Rover China has recently launched China’s first-ever virtual online driving experience at http://experience.lr-nsd.com. This immersive and interactive platform empowers users to take control of a variety of off-road challenges, proving Land Rover SUVs are capable in all forms of driving terrains.
The platform was created by Wunderman Shanghai with technical collaboration provided by Blast Radius Vancouver. Mindshare Shanghai handles media communications for the campaign.
The virtual driving experience is primarily educational, providing both Land Rover fans and owners an understanding and use of the sophisticated all-terrain features found in all Land Rover vehicles. To participate, users link their computer cameras to the platform and use head motions to take control of the vehicle. The virtual driving experience includes six driving challenges, all of which were filmed at the Land Rover Experience Centre near Huzhou, China—a three-hour drive from Shanghai. Completion of all six challenges will entitle users to a ‘Land Rover Experience Passport’. The highest scorers will be given free courses at one of the Land Rover Experience Centres in China. Users can share their scores on social platforms, Weibo and WeChat to participate in other prizes.
“We currently have three Land Rover Experience Centres in China: one in Beijing, Huzhou and another near Guangzhou,” says Lily Song, vice president for Marketing Communications at Land Rover. “With this virtual platform, we hope to bring our centres to a wider audience, giving everyone an invigorating opportunity to experience the fun of driving a Land Rover.”
“We’ve utilized interactive digital technologies never seen before in China,” says Chris Jones, executive creative director, Wunderman China Group, “providing a true-life experience without the need to download a separate application. The versatility of this platform also enables dealers to train new owners on the features of their new Land Rover in a fun, interactive and engaging way.”
Virtual driving experience microsite
Land Rover Weibo
WeChat ID: LandRoverWeiXin
