A good example of the use of mobile
devices for marketing is Land Rover’s use of Apple’s iAd platform to introduce the Range
Rover Evoque to a new audience in 2012 and
2013. The Range Rover Evoque (pronounced e-voke) is a compact SUV aimed at young
urban buyers. Land Rover is known for its line
of very luxurious and expensive SUVs that appeal to an older consumer. The Evoque is a smaller, more fuel-efficient, less-polluting
SUV than its much larger luxury SUV cousins.
Land Rover wanted to introduce the car to an
entirely new demographic: young affluents. The
problem was how to introduce this new concept
for Land Rover to an audience that most likely never intended to buy a Land Rover