Land Rover starts live test drives using Facebook Live and Periscope
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Land Rover has become the first automotive company to use Facebook Live and Periscope for live streaming test drives. A series of actual test drives, broadcast live throughout April, will enable fans across the world to get close to the action and see first-hand the capability and versatility of Land Rover vehicles. Live broadcasts will be accessible from Facebook’s new Live video service and Twitter via Periscope Live Streams.
Each test drive demonstrates vehicles in different environments and across a variety of terrains, with multiple live streams during the day featuring off-road and on-road driving demonstrations. Land Rover will also turn the broadcast into a live Q&A session by allowing fans and prospects to ask questions about the model in test, using Periscope and Twitter via the hashtag #LiveTestDrive.
The Live Test Drives will be accessible on the @LandRover Twitter channel, using Periscope, every Friday afternoon during April. Each ‘episode’ will be broadcast live and promoted to the Twitter audience. Live demonstrations will also be broadcasted on Facebook Live through the global Land Rover channel. Models that will be used within this Live Test Drive programme include the Land Rover Discovery Sport, Range Rover Evoque and Evoque Convertible and the Range Rover Sport SVR.
The global social campaign has been created, developed and executed by The Brooklyn Brothers, establishing a new bridge from social to sales. The Live Test Drives aim to help generate ‘Request Test Drive’ and ‘Configure Yours’ KMIs, as well as delivering engaging, entertaining content and live experiences on Land Rover channels.
The Land Rover Live Test Drive campaign will be activated in key global markets including United Kingdom, US, Canada and Italy.
