Land Rover have commissioned author William Boyd to write “The Vanishing Game”, a captivating short crime story, and turned it into a “multi-sensory experience comprised of video, photography, animation, sound, music, and narration” – complete with photos and animated sequences of a Land Rover Defender. You can check it out here.
We like that a brand tells an immersive story that just happens to feature its product. However, this isn’t taking things very far. The whole PR stunt reminds us of the “Mission Mini“, which we developed for the BMW Group a whopping 12 years ago: A brand experience based on a crime story by Scottish author Val McDermid that allowed consumers to investigate and solve fabricated art and vehicular-theft crimes. Or our GLA Audiobook Adventure, developed for Mercedes-Benz earlier this year, which allowed consumers to drive through an audiobook that blends fiction with reality.
Anyhow, back to Land Rover’s marketing stunt: The book is also available as an e-book in various formats, Boyd will participate in an “Ask Me Anything” on Reddit on November 23, and Land Rover will run an extensive marketing campaign including paid content on Vox, Quartz and NYTimes.com and even a Spotify playlist.