• by Larissa Faw , June 9, 2017

Land Rover is partnering with Scripps' Travel Channel to launch a Facebook series called “Uncharted Discoveries" that asks viewers via Facebook Live to help guide the interactive journey.  

Land Rover worked with its media agency Mindshare and its specialty unit Mindshare Content+ Entertainment. Also contributing to the effort was Spark44, the joint venture ad agency dedicated to Jaguar and Land Rover brands. 

Each day between June 8 and 11, Facebook visitors will select between two adventures to send Travel Channel host Josh Gates along with five influencers across travel, sports and food.

These trips showcase Land Rover's new Discovery. 

After each trip, a second Facebook Live session with the cast will enable the audience to hear about it first-hand, as experienced by the adventurers. To maximize exposure, the Facebook Live journey will run on both Travel Channel and Land Rover’s Facebook pages and the full series will also go up on Travel Channel’s site in July. 

Travel Channel is supporting this integration with broadcast ads, as well as a two- to three-minute slice of sponsored content that will run in paid commercial time during an airing of “Expedition Unknown.” The “takeovers” are said to be a first for the show. 

Another component includes The New York Times, which will distribute related pre-shot virtual reality content later this month.   

It’s been a collaborative process involving all parties, says Taylor Hoel, media specialist, Jaguar Land Rover: "We worked with our agency partners to develop the concept, identify other influencers and create the interactive elements of this program."