Land Rover Launches Branded Personality Quiz

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Land Rover "Skydive Donkey"
This week, Land Rover launches, a microsite built around an online test that determines users' Adventure Quotient, or "AQ," a measure developed exclusively for Land Rover by online testing company Plumeus Inc.

To drive traffic to the site, Young & Rubicam/Irvine has launched a series of 15-second teasers shot by Napoleon Dynamite writer and director Jared Hess via Moxie Pictures. The comic spots never mention Land Rover, but instead show people in situations that don't match their AQ. A woman out to do some yard work, for example, is pressed into service as a street luger, while a body builder finds himself onstage at a karaoke bar.

Once on the site, users find out their AQ by taking a 15 question quiz, after which they can opt in for a more in-depth report and to receive further information from Land Rover.

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