DRIVEN TO GO ABOVE AND BEYOND

More than 200 Land Rover fans entered Land Rover North America’s #IAmDriven contest, submitting photos depicting what drives them to new heights on a daily basis. Kim Kyaw, Digital and Social Media Manager, Land Rover North America, explains how the six winners were selected.

Give us some background on the #IAmDriven contest.
As part of the launch of the all-new Range Rover Sport, we sponsored a series of videos with Outside magazine, Men’s Journal, and ESPN honoring a number of men and women who are really driven to be the best in their fields. Adventurers, like Sonya Baumstein, who was the first person to cross the Baring Straight on a stand-up paddleboard, or Levison Wood, who is striving to become the first person to walk the course of the River Nile. To coincide with that, we asked our Land Rover Facebook, Twitter and Instagram fans to depict what drives them, through a series of photos or videos.

What kind of response did you get?
We received over 200 entries from which we selected six winners, including a grand prize winner. We asked people to put together a storyboard of four photos or videos, plus a commentary, showing what they are passionate about and what drives them. We also followed-up with interviews to hear more about how they accomplished their feats. In the six winners, we found truly exceptional and talented people. These are artists, travelers and adventurers who are doing extraordinary things in their lives.

Who was the grand prize winner?
Our grand prize went to Michael Serlin, a 31-year-old Hollywood stuntman, actor, adventurer, professional jet-skier and all-around daredevil. He truly does live life to the fullest, and the photos he submitted for the contest were remarkable. Some of the tricks he does on a jet-ski are really incredible. Our judging panel felt that he really is someone who goes above and beyond to be the best in his field.

What is the grand prize?
Mike has won a full day of driving at the Land Rover Experience Driving School at Quail Lodge & Golf Club in Carmel Valley, Calif. The prize includes two night’s accommodation for him and a guest, round-trip airfare for two, $500 spending money and the use of a new Range Rover Sport during the weekend. Like all six winners, Mike will get a set of three smartphone camera lenses - a fish-eye, wide-angle and zoom - which he’ll use to take photos that we’ll share on Land Rover North America’s Instagram channel.

What do you think the contest accomplished for Land Rover North America?
This was so much more than a photo contest for us. It was another key opportunity for Land Rover to have a conversation with our fans on social media. We reached out to everyone who entered through either Twitter or Facebook and learned a little more about what they love about the brand, how they use their vehicles and what takes them Above and Beyond.