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Land Rover Promotes Twitter ‘Hashtags’ in Out-of-Home Campaign

Land Rover has launched an integrated campaign using Twitter and out-of-home venues like billboards and taxi TVs. The campaign uses “hashtags,” or words used in tweets that make it easier to follow a conversation via online searches, in its out-of-home venues to spread word of Land Rover’s Twitter effort.

Land Rover’s Twitter campaign attempts to build conversations around the debut of its newest models at the New York Auto Show. Twittads, a social media affinity network, was tapped by Wunderman, the PR firm planning the integrated campaign, to boost Land Rover’s launch, writes AdAge.

Twittad has a group of 4,500 Tweeters, all of whom are paid to post on topics and to brand their profiles.  For the Land Rover campaign, 15 Tweeters pushed out messages about the Land Rover’s New York Auto Show debut to more than 300,000 followers.

Consumers can write  the hashtag #LRNY with each Tweet to comment about the new Land Rover vehicles, or to post links, news and photos. While other car brands, including Ford and Honda, are using Twitter, Land Rover is the first to actively use branded hashtags in its campaign, according to Brand Republic.

Twittad allows its Tweeters to be sorted by geography, demographics and interest, which means more targeted appeals, preventing Twitter users to feel as though they’re being spammed by advertisers. James Eliason, CEO of Twittad, said the company did not get a single complaint about the Land Rover campaign, which indicates “that our connectors have influence,” he says.

Eliason expects Twittad to break even by the end of its first year. The company launched eight months ago.