While spectators see entertainment in the wild car chases of the new James Bond movie Spectre, Jaguar Land Rover sees the ultimate branding opportunity.
JLR has pitched its connection to the film heavily on its social media channels with a series of posts offering behind-the-scenes looks at how the movie was produced.
Several JLR vehicles joined in on the high-octane action. The villainous Jaguar C-X75 concept and modified versions of the Range Rover Sport SVR and Land Rover Defender all grace the screen in one of 2015’s most anticipated films, which hits U.S. theaters Friday.
But Jaguar Land Rover’s aggressive promotion, which includes a national ad campaign previewing Spectre chase footage, isn’t just for show. The automaker sees the film as a chance to draw consumers from theaters to its dealerships.
“We’re starting with Bond. That’s important to get people excited about that, but we also want to make sure afterwards that we continue to build that relationship and keep that going with them,” said Kim Kyaw, Jaguar Land Rover’s manager of digital marketing, social media and CRM, in an interview.
Jaguar Land Rover is using social media and interactive websites to attach the on-screen action to its vehicle lineup by highlighting the common attributes they share with the movie cars.
Jaguar said in a recent Twitter post that its upcoming F-Pace crossover, which takes the brand into a new, popular segment and downstream with a $43,385 starting price, is built from the “same advanced aluminum” as the C-X75. In another tweet, the brand shows how the C-X75 sports the same rear taillight design as the F-Type.
Land Rover connects the engineering prowess of its Special Vehicle Operations unit that tailored the Range Rover Sport SVR, the first vehicle to come from the SVO team, and Land Rover Defender for Spectre. Land Rover’s behind-the-scenes landing page proclaims, for instance, that the SVR is “the world’s most capable performance SUV” and was “perfect for the job.”
The comparisons go even deeper.
“Even if the C-X75 is a concept, it has the same engine as in the F-Type R coupe. It has the classic Jaguar grille,” Kyaw said.
She added, “For Land Rover, it’s great the SVR went on sale earlier this year. … You can actually buy the Range Rover Sport SVR if you’re interested.”