MAHWAH, NJ: Jaguar Land Rover will boost the consumer outreach and social media components of its global “Feel Alive” initiative at the annual South by Southwest music and film festival next week.
The company will film “through leaders and celebrities” in the backseat of a Jaguar XJL telling stories about when they feel most alive at the festival, said Leah Watkins-Hall, manager of corporate, brand, and interactive communications at Jaguar. Some celebrities may also give an impromptu performance, she said.
Jaguar will create a series of websiodes once it compiles all the videos.
The luxury automaker has widely distributed videos, particularly versions of its 45-second TV ad, via social media to “further engage [Jaguar's] audience to feel alive in every aspect of their life,” said Watkins-Hall. It is also promoting the commercials through its “Alive” Facebook app, as well as on its branded YouTube channel and its InteractiveJaguar.com blog.
DKC, one of Jaguar's PR agency partners in North America, worked with the company's internal communications team to develop a campaign launch strategy, said Julie Horn, EVP and head of the Jaguar Land Rover account at the firm.
In addition to reaching out to media and securing a hit in an advertising column in The New York Times, Horn said DKC is working on a “high-profile experiential component of the Jaguar Alive campaign in the US.” Starting in April, the “Jaguar Drive Experience” will allow consumers to test-drive the company's full line of cars in 18 cities, she said. The agency will work to raise awareness among consumers and press in each local market.
While Jaguar wants to retain its loyal customer base, Watkins-Hall said the brand would also like to reach “nontraditional buyers” through the campaign. It is specifically targeting a “new, more youthful audience” through its creative elements.