Land Rover is encouraging Canadians to get outside this winter with a new social media campaign, #Hibernot.
The auto brand partnered with four-time Olympian Simon Whitfield on Hibernot (a play on ‘hibernate’), which asks Canadians to share their outdoor winter experiences on Twitter and Instagram. As a brand ambassador, Whitfield will be doing media interviews and promoting #hibernot on social media.
The campaign promotes the new Discovery Sport, a family-friendly utility vehicle that’s coming out in the spring.
“We talk about [Discovery Sport] as always ready for life’s adventures, whether that means climbing a mountain or just enjoying a game of pond hockey around the corner from your house,” said Jeff Peel, brand manager at Jaguar Land Rover Canada. “Simon embodies all the things that Land Rover represents and in particular, the Discovery Sport.”
Whitfield said the social media campaign allows Land Rover to talk to a new audience in a different way. “It’s a younger, more tech-savvy audience,” said Peel. “It just allows us to interact with people and have a dialogue with them. And it allows them to celebrate the uniqueness of Canada, especially in the wintertime, where you could be surfing in the cold waters off Tofino or playing hockey in Ontario.”
The campaign includes the microsite Hibernot.ca, which features an interactive map and information on winter adventures and events across the country.
Hibernot was originally launched by Land Rover in the U.K. last year. “I just looked at it and said, ‘This is brilliant,’” said Peel. “We’re always talking about the weather in Canada and enjoying the great outdoors… I thought this would be a brilliant project to bring to the Canadian market and really celebrate our Canadian-ness through this unique property.”
