The car company has recruited the likes of model Daisy Lowe and TV presenter Ben Shepherd to drive its new Evoque 4×4 and tweet about their journeys and experiences on the social networking site.
Lowe and Shepherd are among 40 “influential City Shapers”, who will collaborate with Range Rover over the next 12 months as part of its “Pulse of the City” project.
The City Shapers journeys can be tracked on the Helloevoque.com website and through a specially launched iPhone app.
In the US, celebrities are now making up to £32,000 a month from being paid to promote brands and products on Twitter.
There promoted tweets have to be preceded by the words “ad” or “spon,” but there are no rules in the UK that mean celebrities will have to highlight messages are paid-for promoted tweets.
The likes of Snoop Dog and 50 Cent have already been utilised by a number brands through sites like Ad.Ly, a social media advertising portal which matches celebrities with brands for Promoted Tweets.
The site claims to have 5,000 celebrities on its register, with a collective reach of 100 million people.