Abstract
The unprecedented petrol price hike in July 2022 did not see motorists falling out of love with the car. From the earliest days of motoring, it has always been more than engineering, performance and speed. This chapter explores the liminal space of the car and the specific temporal dynamics it affords and how this experience has been effectively utilised by branded content promotion. In particular two case studies are developed that map the transformation of the journey into an adventure through time and space: the Michelin Guide (1900) and the podcasts developed by Land Rover over a century later.
| Original language | English |
|---|---|
| Title of host publication | Twenty Years: Another Branded Content Story |
| Publisher | BCMA, London |
| Edition | first |
| Publication status | Published - 12 Jun 2023 |
| Externally published | Yes |
Keywords
- Branded Content, Temporality, motoring promotion, Michelin Guide, podcasts