LAND ROVER ADVENTURES, YOUTUBE STYLE

Kim Kyaw, Digital Marketing and Social Media Manager for Land Rover North America, explains how film maker and traveler Peter Bragiel is taking YouTube viewers on a fun‑filled, cross‑country adventure, covering 6,500 miles, over 25 states, courtesy of Land Rover.

Tell us what Peter Bragiel’s trip is all about:

Peter and his In Transit team spent a month driving a 2013 Range Rover Sport and Range Rover Evoque across country, from Los Angeles to Asheville, North Carolina, and put together a series of 10 really cool three‑minute YouTube videos. Episode 1, showing Peter driving up to Carmel and getting off‑road instruction at the Land Rover Experience Driving School at Quail Lodge in Carmel Valley, was posted two weeks ago. New episodes are going up every week.

Why Peter Bragiel?

We chose to partner with Peter Bragiel because he’s become something of a YouTube star with his In Transit series. He’s canoed down the entire Mississippi, traveled from L.A. to the Panama Canal, took a trip through Mexico and Central America by bus, all the time living the lifestyle of exploration and adventure. We’re always looking to cover the lifestyle aspects of our brand, and the YouTube video series Peter and his team put together provides another voice in telling the Land Rover brand story.

What kind of things does he get up to on the trip?

It’s very much a lifestyle adventure. Peter learned how to paddle‑board in Santa Cruz, CA; he shucked oysters in Point Reyes and drove through the Redwood forests in Northern California. He also visited all three Land Rover Experience driving schools ‑ in Carmel Valley, the Equinox in Vermont, and the Biltmore in Asheville. He also had the opportunity to drive the all‑new Range Rover in Utah.

Where can people see the videos?

We’re posting them on the Land Rover USA YouTube channel, but Peter also has them on his In Transit TV site.

Tell us Why Land Rover USA is putting a lot of emphasis on YouTube these days as a way of raising awareness of the Land Rover brand? 

YouTube is the biggest distributor of on‑line videos right now. It’s also the world’s #2 search engine after Google.  We know that on‑line video has become a core part of the vehicle shopping process. So when people are searching for information about our vehicles, we know they’re clicking on YouTube videos. More than that, it allows us to create content that is engaging and travel/adventure based. Hopefully, videos like Peter’s will inspire people not only to go and take a look at our Land Rover vehicles, but also take part in an adventure of their own.

Just how successful is YouTube proving to be for Land Rover?

Last month we did a one‑day YouTube ‘Take Over’ where we essentially dominated the YouTube home page. In one day we reached an estimated 100 million people. That’s way more than any prime time TV show. It helped contribute to our record third‑month‑in‑a‑row of visits to http://www.landroverusa.com. We also like it because it’s such a great platform for showing our vehicles in motion, taking people on fun adventures, going Above and Beyond