The automotive manufacturer is investing in pre-launch activity for the first time and will be using text-response, outbound SMS and email to direct users to a 1007 microsite.
It has hired marketing agency Sledge to run pre-launch work.
Jonathan Goodman, marketing director at Peugeot, said: "We know the agency will develop a truly innovative campaign to reflect the car and extend awareness beyond our traditional audience."
The initial work, which goes live in February, will 'dovetail' with the TV consumer launch, scheduled for next May.
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