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LOS ANGELES Ford’s Land Rover has launched an Internet channel for branded entertainment content called Go Beyond TV, claiming to be the first automotive brand to use the Web in such fashion to support its marketing programs.
“The challenge is to bring the brand into the 21st century, using the Internet as a medium,” said Steve Hobbs, the editor of the broadband content. “It’s an ambitious project and a leap of faith.”
The Go Beyond TV initiative is led by Land Rover’s lead creative shop, WPP Group’s Young & Rubicam Brands, Irvine, Calif.,
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