Nov 25, 2014
Maximizing Return on News
Land Rover tapped DKC Incite to produce an engaging 5-day outdoor activation in a highly trafficked area of NYC to create buzz for the release of their new interactive literary experience, ”The Vanishing Game,” written by British novelist and screenwriter William Boyd. Incite wrapped and branded a fleet of eight vehicles, two of which were stationed in the heart of the Meatpacking District, attracting the attention of tourists and locals alike. The Land Rovers appeared to be off-roading in the Scottish highlands as they sat perched in front of a custom backdrop reminiscent of Boyd’s story. Passersby were able to view the vehicles close-up as well as view a trailer of the story shown on video kiosks. The remaining Land Rovers formed a branded fleet that travelled in tandem all across Manhattan, following tailor-made routes around iconic NYC locations that maximized visibility in targeted neighborhoods during peak times.