The launch of the Land Rover will see the brand run its first digitally-led campaign.
It marks the first time Land Rover has debuted a car online, having previously always unveiled its new models either at its own events or at a motor show.
The new Discovery Sport was revealed in an online film featuring adventurers Sir Richard Branson, Bear Grylls and Sir Ranulph Fiennes.
It will continue online with the car marque asking consumers to create a 30-second video or image demonstrating their spirit of adventure, says Marketing Week.
Land Rover will judge the entries, with the winner receiving a place for them and three of their friends on one of the first commercial trips into space as part of its long-term tie-up with Virgin Galactic.
Speaking to Marketing Week, Land Rover’s global PR director Gabi Whitfield, says it is shifting its marketing to invest more in digital in order to reach its target consumers, who are increasingly heading online to research car purchases.
With Land Rover set to launch or update 50 models over the next five years, the launch of the new Discovery Sport marked the right time to “break conventions”, she said.
The hope is that by focusing on digital and social Land Rover can introduce more consumers to the brand and build relationships with people that might not ever buy a Land Rover but are still fans of the brand.