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.)
Personalizaton is key
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).