Screencap from Land Rover's 'Pulse of the City' programEnlarge Photo
Earlier today at Celebs And Cars, we talked about the launch of the 2010 Range Rover Evoque and a new marketing campaign called the "Pulse of the City Project". In case you missed it, the automaker is putting 30+ celebs and influencers behind the wheel of the Evoque and having them track their daily journeys. The drivers discuss their travels, their work, and the things they love about the cities they call home. Through a special website, HelloEvoque.com, those trips and posts are culled into a stunning series of interactive maps.
But the campaign doesn't stop there: Land Rover wants to let non-celebs (i.e. you and me) in on the fun, too, and the company has published an iPhone app to make that happen. The "Range Rover Pulse of the City" app lets you track your own travels, make notes, and publish those trips to the "Pulse of the City" community. If you connect your "Pulse of the City" account to Facebook and Twitter, you can share your journeys there, too. The app then emails you a graphic representation of your trip that can be used as your iPhone wallpaper.
To go one step further and foster a greater sense of community among Land Rover fans, the app also features a rotating series of questions -- the current one being, "What inspires you about your city?" That's an easy way to engage consumers, and a very nice social feature.
Of course, this isn't entirely new territory. As we said earlier, we've seen comparable promotional efforts from Ford and GM, and a recent app from Jeep offered some of the same mapping features. But none of those campaigns was quite as beautiful, or boasted such a clean and intuitive user-interface, as Land Rover's "Pulse of the City". Nice work.
[LandRover via Marty]