Land Rover activates its British & Irish Lions sponsorship by tasking coach Warren Gatland to scout out the most passionate grassroots rugby fans and to reward them with a trip to New Zealand for the upcoming Lions tour.
On this scouting mission, British & Irish Lions coach Gatland is joined by Lions legends Brian O’Driscoll, Martin Johnson, Gavin Hastings and Sir Gareth Edwards.
Together, in search of grassroots rugby heroes, they surprise amateur clubs across the UK and Ireland by turning up unannounced at training to pick out rugby lovers who ‘embody the game’s values of resilience, integrity and passion’.
This grassroots reward initiative, the latest campaign in Land Rover’s 20-year association with the Lions, included a stop off at West London rugby club Whitton Lions RFC where the auto outfit’s rugby endorsers appeared alongside a British & Irish Lions branded Land Rover.
The visit and the linked campaign is promoted by a core video starring Gatland being amplified across the brand’s and Lions’ YouTube channels
and Twitter feeds.
Ever dreamt of going on a @lionsofficial Tour? We are giving you the chance, WATCH the video to enter our competition! #WeDealInReal pic.twitter.com/vFlo81z3FF
— Land Rover Rugby (@LandRoverRugby) February 17, 2017
The vehicle is being used to tour the UK and Ireland to recruit entrants for Land Rover’s competition to win a trip to the first Test in New Zealand.
#LandRover is proud to go #AboveAndBeyond to support the @LionsOfficial as the #LionsNZ2017 tour approaches #AllNewDiscovery @LandRoverRugby pic.twitter.com/kSmb1ZSZPs
— Land Rover (@LandRover) February 16, 2017
We're proud to be supporting @LionsOfficial for the sixth time. #LionsNZ2017 is fast approaching @LandRoverRugby #WeDealInReal pic.twitter.com/2h6SAeaDdl
— Land Rover UK (@LandRover_UK) February 16, 2017
To enter the competition, rugby fans are invited to send in either a written, photo or video submission to @LandRoverRugby on Twitter using the hashtag #WeDealInReal.
The entry must include a message of support for the Lions or a reason why you and your club should go on Tour.
In addition to the search/tour/competition, over the coming months Land Rover will be running various content pieces and assets that activate its Lions partnership across its social channels as it looks ahead to an exciting year of rugby.
With an amazing year of rugby ahead, we're delighted to welcome @BrianODriscoll to the @LandRoverRugby family as an ambassador #WeDealInReal pic.twitter.com/jwMix54R10
— Land Rover UK (@LandRover_UK) February 1, 2017
‘The values that make rugby unique are important to the Lions,’ explains Gatland.
‘At a grassroots level these values are just as apparent and coming down to see Whitton Lions train it is obvious there are some things that remain true no matter what level of rugby you are playing at.’
Land Rover ambassador and former winning Lions skipper Johnson adds: ‘When you become a British & Irish Lion you realise that so many of the aspects that make rugby special and unique are heightened, and that the values you learnt playing grassroots rugby are just as relevant at the pinnacle of the game. We are not looking for the best players but for individuals who deserve their very own Lions experience to join this summer’s tour.’
‘Through the continuation of our Rugby World Cup 2015 “We Deal in Real” campaign (see case study), Land Rover is celebrating the game’s grassroots and rewarding those who give so much each week, with an unforgettable British & Irish Lions experience,’ explains Land Rover’s brand experience director of global marketing, Mark Cameron.
Activative Comment:
This grassroots-focused, values-led activation effectively sees Land Rover relaunch its ‘We Deal In Real’ campaign from the Rugby World Cup (see case study).
Land Rover certainly has a solid rugby partnership heritage: not just with the British & Irish Lions, but also with the IRB/World Rugby and right across the sport.
For example, another currently active strand of Land Rover rugby-led content marketing is its ongoing ‘Open Range’ social spot series.
Indeed, early February saw the automotive brand roll out its latest film in this series featuring former rugby legend David Flatman meeting Saracens and England star Billy Vunipola.
In the in-vehicle, carpool karaoke style web film, the two rugby stars discuss Vunipola’s knee injury, rehab programme, playing for his club and country and the British & Irish Lions.
The video is also being amplified across Land Rover’s social platforms such as Twitter.
.@davidflatman and @bvunipola talk injuries and a @LionsOfficial call-up in the latest @LandRoverRugby Open Range. #WeDealInReal pic.twitter.com/Uja1rtadgc
— Land Rover UK (@LandRover_UK) February 7, 2017
It continues an ongoing campaign which ran through 2016 and featured Flatman hosting similar interviews with other rugby super stars such as Henry Slade and Jack Nowell,
Tom Youngs,
and Sam Warburton.
On the down side, these rugby sponsorship campaign roll-outs also coincide with the abrupt axing of one of Land Rover’s highest profile rugby union endorsement partnerships as the car brand cut ties with ambassador and rugby legend Dan Carter after the former All Black captain received a drink driving charge in Paris.
Land Rover brought the relationship, which was only signed back in September 2016, to an end as it felt unable to continue an association with a drink driver caught by the police at double the legal limit.
Not the kind of negative publicity premium brands expect when they partner with rugby union related properties and personalities.
In fact, it is values (typically based around camaraderie, teamwork, commitment, honesty, respect and sportsmanship) that are typically among the key drivers of rugby partnerships.
Land Rover isn’t the only outfit to roll out activity focusing on the upcoming Lions Tour, the British & Irish Lions themselves are debuting new content throughout February to leverage heightened rugby interest due to the 6 Nations tournament and use it to drive awareness and engagement around the New Zealand Tour.
Links:
Land Rover
http://www.landrover.com/experiences/sponsorship/wedealinreal.html
#WeDealInReal
http://Instagram.com/LandRover
British & Irish Lions
https://www.facebook.com/BritishandIrishLions
https://twitter.com/lionsofficial
