Hulu and Range Rover Are Partnering on an Integrated Campaign and a Futuristic Car

The streaming service's The First premieres Friday


Range Rover and Hulu partnered to create a futuristic car that isn’t available for purchase but will appear in an original series for the streaming service.

The car, based on a Range Rover Sport that could be found around 2030, was designed to match the futuristic timeline in which the show, The First, is set.  Two other cars were “reshaped and recreated” inside and out to make a recognizable, but futuristic ride, said Michael Curmi, director, brand experience, Jaguar Land Rover North America.

The First, a show about astronauts racing to become the first humans on Mars, features Sean Penn and Natascha McElhone and premieres Friday.

The enhanced car belongs to McElhone’s character, Laz, and will appear in at least half of the series. It’s the first custom integrated campaign for Hulu that includes content off the streaming channel.

“What stands out with the Range Rover partnership is how extensive all of the elements are and that speaks a lot to Range Rover’s excitement to really blow the partnership out in a big way,” said Nicole Sabatini, vp and head of integrated marketing at Hulu.

Hulu and Range Rover worked together for almost a year and produced three other videos, including a promo spot highlighting the car and two other behind-the-scenes glimpses at how the vehicle was made.

“We’re always looking to make sure that the consumer knows about these vehicles and these products, the technology and the features that are available in the products, how these Range Rover Sports can be used, whether at home or at work and this really fits in nicely with the way the vehicle is portrayed on screen,” Curmi said.

If you’re angling to see the car in person, it’ll be available at the L.A. Auto Show, Curmi said.

“We can’t predict the future, but we really did our best to collaborate and look at where we think vehicles are headed … and to fit that in with what the producers’ vision was as well,” Curmi said.

Hulu claims to have more than 20 million subscribers and its content garnered the streaming service 27 Emmy nominations this year.

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