It's interesting to note a couple of current car campaigns that build in elements of travel and lifestyle. For its new range of 4x4s, Nissan has created Nissan Adventure, a website which subtly introduces the cars whilst highlighting travel destinations such as Brazil and Bhutan, and also celebrities who have lent their profiles to the campaign. Land Rover has launched its Experience website, which features locations worldwide where people can experience off-road driving.
Most impressively though, Land Rover has also created Go Beyond - a campaign with viral video and website. It's designed as a 'web destination' to build its brand amongst adventure-seeking consumers globally. A wide range of short articles are spread throughout the categories active, appreciate, habitat, indulge, locate and people - articles written by celebrities and ordinary web users. You can easily log in and contribute your own articles and photographs.
The website also features its own radio station, and videos split into six channels: places, people, adventure, sport, culture and Land Rover. Some of the content ties into the brand's upcoming adventure race, the Land Rover G4 Challenge, while other videos include interviews with celebrities and lifestyle features. They have taken programming from the Discovery Channel, the Royal Geographical Society and Biosphere Expeditions, though it has also produced some original content. Land Rover plans to invite its audience to submit videos that fit into its 'Spirit of Adventure' theme.
This is an extremely slick execution, and demonstrates how brands can use social media to cross over into different lifestyle areas - the Land Rover site includes stories on travel, food, sport and even relationships.
Further to my earlier post on Land Rover's lifestyle branding, BMW is targeting food lovers in an innovative campaign to promote its 1-Series. 
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