This post was originally written for PRexamples
As the winter draws in and the days get shorter, our natural instinct is to spend long lazy Sundays curled up in bed or in front of a fire, dressing gown on for a long, long period of time.
Not this winter.
Land Rover has launched #Hibernot, a campaign to encourage people to make the most of the great British outdoors through a series of adventures and activities. They’ve also given people a helping hand, mapping out trails, attractions and activities through a interactive map on a dedicated micro-site.
The campaign is being run across all Land Rover’s social channels, pulling content onto Twitter, Instagram andFacebook. It’s a strong example of true engagement with communities important to the brand, utilising user-generated content to create buzz and encouraging others to use the hashtag to submit their own winter adventures, images and tips.
It continues to have fantastic engagement online from UK communities across the country and hopefully it should create a long-term campaign that becomes a Brit’s guide to getting out and about this winter.
This is a fantastic example of a content-driven campaign that lives and breathes Land Rover’s brand values of family, the great outdoors and discovery.