In the UK, permission has to be sought from content creators before their footage can be used. In this case, over 100 hours of personal Land Rover Discovery family movies and treasured moments were offered up to us.

We launched a campaign, reaching out to owners in forums and social channels asking for their Discovery stories and adventures.

And we were staggered by the response.

We collaborated with the BAFTA award winning director of the film Senna to create a short film from over 100 hours of footage.

We housed it on a purpose built webpage, with further content for viewers to drill down into.

To our surprise, the film triggered a second, unprompted influx of stories, films, and photographs.

Creating enough additional content to keep the celebration, and conversations, going for an entire year.

And with almost zero paid support, we had allowed fans and owners the world over to be part of the vehicle’s history.

Video views: 491,611

Total social interactions: 30,192

of which comments: 983

of which likes: 22,957

of which shares: 6,192