Land Rover has launched a Digital Out of Home campaign to extend the reach of– the interactive content hub aimed at inspiring visitors to embrace the great outdoors rather than hibernating this winter. The campaign integrates content shared at #hibernot and targets rail passengers and London office workers from 10th February.

Created by RKCR/Y&R and produced by Grand Visual, the campaign captures the outdoor ideas at such as winter trails, walks and activities and encourages people to share their own experiences via social media with the hashtag #hibernot. The campaign is managed through OpenLoop, which integrates user photos and activities which are trending in that area.

The campaign was planned and booked by Mindshare and Kinetic and runs across Transvision screens at UK Rail Stations and ECNlive’s network of London offices.