Range Rover Evoque 'Pulse of the City' app
Last fall, Land Rover partnered with a wide range of celebs to flaunt its new Range Rover Evoque. Aiming squarely for the high-end hipster demographic, Land Rover tapped influencers around the globe for its campaign, from Posh Spice to Juliette Lewis. As part of the promotion, the automaker also launched a "Pulse of the City" app, which tracks users' travels and lets them create annotated maps of their home turf, which can be viewed by anyone online. It's a fun way to peek in on others' daily lives and see what they love about their cities.
Around the same time, Land Rover recruited a group of musicians known for their indie, DIY style: OK Go. The band announced that they'd be creating their own art project using the "Pulse of the City" app, and they encouraged their fans to take a stab at it, too. The results, they said, would be included in a video to launch in January 2011.
The band filmed their own "Pulse of the City" project during the 2010 Los Angeles Auto Show, and they released the accompanying video in December. Now, a few months later than expected, the updated version of the clip has launched. It includes footage of OK Go leading their procession of merry, suitably wacky revelers down LA streets, creating drawings in their wake like a real-world Etch-a-Sketch. It also includes a number of entries from other folks around the world -- which, to be fair, look far better and more interesting than the band's own efforts. Have a look: