Range Rover has reportedly signed up 40 people to promote the brand and is also introducing an iPhone app, which can be used by consumers to create a graphical representation of their journeys across cities. Range Rover has enlisted celebrities to tweet about its new car. The car manufacturer is working with the likes of Daisy Lowe and TV presenter Ben Shepherd as part of its campaign to promote its new Evoque 4x4. Companies in the US are already using celebrities to plug their products, where each tweet must include the words 'ad' or 'spon'. However in the UK there are no rules about how celebrities can promote a brand on Twitter.
The 'Pulse of the City' app, launched on iPhone - with android available from mid November - uses GPS tracking to record the collective movements of people within the cities from London to Sydney via Shanghai. The group of over 40 celebrities and commentators will add information about their city, updating it with information about what they get up to. The app, announced by Range Rover to anticipate the launch of the new Range Rover Evoque, will allow users to build a portrait of the urban landscape of their own city or any of the cities they choose to visit. As the use of the app grows, both Shapers and users will be asked about their connection to a given city.
Questions including ‘What inspires you about your city?’ and ‘What are people talking about in your city today? will be posed each month.
The app uses the new IOS4+ operating system’s ability to run background applications, thereby allowing users to start the app and leave it running whilst using the phone to take calls or browse the web. It uses the enhanced GPS capabilities of the new OS to track each journey more accurately, making the final visualisation a true reflection of a user’s movement. The app will let users come back to saved journeys, pause the journey they are viewing and then share their journey via Facebook, Twitter and email.
The app lets users create a unique data visualisation of their journeys across ten cities worldwide and is available to download from iTunes. Other City Shapers include Henry Holland, Georgina Chapman, George Lamb, Jessica Schwarz, Josh Rubin and Dylan Jones