Range Rover Sport Promoted With Nightscape Microsite
To promote its new Range Rover Sport, Land Rover has launched a website called, "The New Rush," which launches you into a night time cityscape complete with nightclub and mysterious people on the sidewalk. All of this, of course, is interspersed with touch points that explain the vehicle's features. While we think this an engaging and information filled experience, one Adrants reader thinks there's a drug overtone to it writing, "...it appears RUSH is some sort of red light district type nightclub with all sorts of party-goers hanging out front and a blinking red R florescent sign. Also, when you roll your mouse over one of the couples, a conversation bubble pops up that says, "What lines." Now being a bona fide drug researcher, I can assure you that this can have double and triple meanings especially since this creative relies more on heroin based sensibilities then cocaine ones." We've retired from the drug scene so we'll have to leave it to those in the filed to offer further comment.
The campaign is also supported by outdoor pointing to the website.