Ford's Land Rover is launching a web destination site to build its brand with broadband video and user-generated content, reports ClickZ. The site, Go Beyond, consists of six streaming video channels (places, people, adventure, sport, culture and Land Rover), with some of the content tied to the upcoming adventure race, the Land Rover G4 Challenge. Each video begins with a Land Rover branding message, and some end with TV ads.
Some of the programming is original content. Live webcasts will be offered from the Challenge and auto shows. The company plans to have users submit videos reflecting the "spirit of adventure" theme, Go Beyond Editor Steve Hobbs told ClickZ.
Land Rover is first focusing on the U.S. and the U.K., but intends to offer programming in languages other than English next year; it will eventually make content downloadable and available on video iPods and Sony PSPs.
