Land Rover is going beyond traditional marketing with the launch of a branded Internet TV channel entitled Go Beyond TV. The site will eventually play host to an online community where Rovers can upload their own adventures. Original content segments include real people living real adventures, with content culled from partners Discovery Channel and BBC, including a feature on Lance Armstong among others. Viewers will be redirected from the landrover.com site to Go Beyond and later, the channel will be a standalone. The effort has The Young & Rubicam Brands at the helm, with input from Mediaedge:cia and MindShare.
