The campaign is an effort to try and build online conversation regarding the release of the new Land Rovers at the New York Auto Show. According to AdAge, Twittad (a social media network) was tapped by direct marketing agency Wunderman to help with the launch.
To see details about the campaign on Twitter, search the hashtag #LRNY (think of a hashtag as a keyword for Twitter).
Many companies are trying to incorporate Twitter into their online marketing efforts. This is a good example of how Land Rover has done that. I think we'll be seeing and hearing much more about advertising on Twitter over the next 6-12 months.