2012 Land Rover Range Rover Evoque
Automakers are resorting to some interesting videos to promote their wares these days. Mercedes-Benz produced a provocative interactive video entitled "Speed Date," starring model Ksenia Lauren, for their new SLK Roadster. Aston Martin produced a bizarre series of sequential videos involving time travel and mercenaries to promote their four-door Rapide.
Now it’s Land Rover’s turn, and they’ve chosen an interactive video entitled “Being Henry” to promote the new Range Rover Evoque. The premise behind the video is simple: we all have choices, and every choice we make comes with its own unique outcome and consequences. In Henry’s case, making the wrong choice (or, perhaps the right one) nearly gets him gunned down by his .357-Magnum-toting granny, who apparently has a penchant for shooting rats in diner parking lots.
At the end of the video, your choices for Henry are applied to the configuration of a new Range Rover Evoque. If you aren't happy with how you've guided Henry, or how you've configured your Evoque, you can re-run the interactive video until it ends the way you want it to. Watch the trailer below to get an idea of the action, then see if you can do better guiding Henry’s moves at the Being Henry website.
If you're not sure you'd configure a new car based on the actions of a character in an interactive video, that’s hardly the point. The automakers are using these videos to draw in fans and potential buyers alike, and while none of the videos produced to date are likely to result in car sales, they do go a long way towards building brand awareness. For an image vehicle like the new Range Rover Evoque, which is aimed at an entirely untapped demographic of buyers, that’s worth the cost of developing the video and the associated website.