Wednesday, 6 January 2010


Bavarian Motor Works (BMW) ran a personalized mobile video advertising campaign to promote its X1 Series to a younger demographic in China. The BMW brand believes it empowers people to express their individuality and personality - and the carmaker wanted its X1 marketing message to do the same.  The personalized videos, or technically advertisements, were designed to have an impact so that viewers would show and share with their friends and create a viral buzz around the campaign (with the idea of BMW qualifying and sending the user a personalized holiday greeting.)

Why Mobile?  In this case, the mobile device is the primary Internet access tool in China and it is the most relevant medium for the demographic target. There are roughly 165 million high-speed, 3G mobile broadband subscribers in China and these are extremely active mobile Internet users.  In fact, 58 percent of Chinese mobile Web users post Web 2.0 content via their handsets, compared with 41 percent of those in the United States, according to Phonevalley. 

Personalizaton is key

The messages, distributed Dec. 21-24 in Shanghai, Beijing and Guangzhou, targeted individual customers with a holiday greeting that was uniquely tailored to each recipient.  For the campaign Clip in Touch, whose platform provides a means of sending advertising campaigns via MMS, enabled a targeted campaign with sight, sound and motion that BMW’s audience can personalize and make their very own.  The technology for the campaign’s targeting and personalization was provided by Israel-based, Clip in Touch.  Initial response to the campaign has been very positive, generating more test-drives in a three-day period than at any time this year. The uniqueness comes in allowing users to personalize, edit and add their own voice, video and text to any advertising campaign.

BMW GETS mobile
In Germany this past April, a BMW launched a mobile campaign specifically to sell more winter tires - and is said to have achieved a 30 percent conversion rate.  BMW Germany wanted to remind its customers that snow tires are more of a necessity, rather than a luxury, especially during the winters in Germany. The luxury carmaker targeted owners of BMWs, urging them to visit a local dealership and buy a set of tires (see story). 

BMW Z4 Roadster Launch
BMW turned to mobile to launch its new BMW Z4 Roadster as well. The German company introduced the Z4 Roadster to auto enthusiasts with a new application for the iPhone. The car was launched a few days ago at the Geneva Auto Show (see story).

The carmaker also ran a mobile campaign on the Nokia Media Network to promote some of its popular luxury vehicles to consumers in Spain (see story).

Also, BMW's mobile advertising campaign for the new BMW 1 Series Coupe resulted in a 67 percent increase in traffic to the brand's WAP site for Britain (see story).

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