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Off road and into Virgin

27 AUGUST, 2010

Between July 9th and August 8th, 2010, Land Rover partnered with Virgin Megastores across Dubai to deliver a summer promotion that offered shoppers the opportunity to win a 2010 LR2. With every purchase of AED 300, customers had the chance to enter a draw to win the off-roading star and adventure-packed LR2.

In order to engage with Virgin's slightly younger customers, the campaign was extended to become 'Trapped in a Toy Box'. A life-size toy box was created to showcase the LR2 and provide a more playful add-on to the existing promotion. Visitors were invited to have their pictures taken in the box as if they were literally trapped inside.

Female promoters were in charge of capturing the shots, gathering participants contact information and ultimately uploading the images to a dedicated Facebook group page that had been set up as part of the campaign extension. The person with the most comments, from the most number of friends would get to keep the LR2 for a weekend.

With a great deal of viral activity, the group page attracted over 1,000 Facebook members, gathered over 950 pictures with the final winner accumulating more than 8,000 picture comments.

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