Campaigns Worth Noting: Land Rover's #IAMDRIVEN Campaign

Personalization is the honey of the comb that is social media marketing. People buzz and remain around a brand that allows them to be and share who they are.

Land Rover understood that when they joined up with Men's Journal, ESPN and Outside magazine to create the #IAMDRIVEN contest to highlight the launch of the all-new Range Rover Sport.

The contest asks for fans and owners of Land Rover to share on Instagram and Twitter their storyboard/video about how they are "driven to another level." 

The recorded feats will then be evaluated, according to Luxury Daily, by a panel based on creativity, nature of challenge and visual fulfillment of overall theme (aka brand compatibility and usefulness). 

Land Rover will then choose six winners to profile and the overall winner will be treated to a two-night stay at the The Land Rover Experience Driving School at the Quail Lodge in Carmel, CA. The previously listed media partners will then be highlighting a series of videos about daring outdoorsy individuals such as paragliding photographer George Steinmetz and underwater explorer David Lang.

This campaign epitomizes brand contests happening on social media that unify both the consumer and brand's interests. The brand provides the arena for customers to tell their personal stories and have a bit of fun, while the brand profits off the publicity and the excitement of its fans. And then when it comes to recognize a winner, the brand gives a special arena that all participants feel they have a stake in and outsiders can be drawn into, all of which feel rewarded by the success of a single participant.

It's clever, cost-effective, and most importantly engaging. The #IAMDRIVEN campaign has all the makings for great outreach and customer engagement, I just hope selected winner will drive the Range Rover Sport 2014 equally as wild.