This unique global online campaign supports Land Rover’s new brand vision, 'Go Beyond'. To make Land Rover mean more to more people, we celebrated its heritage by “owning” adventure. We created gobeyond.com, a social-networking community that accesses everyone’s sense of “going beyond”. Whether publishing your first blog at 72 years old, white-water rafting or doing stand-up comedy for the first time, visitors post stories, photographs and videos of their experiences. We embraced Web 2.0 with this innovative global website, 24-hour broadband TV and radio channel. 30,000 visitors in 3 weeks spent an average of 25 to 50 minutes online.