BMW is continuing to pioneer new approaches to marketing. This time shifting from teaser advertising campaigns to social media. They are incorporating three new digital channels to their existing online communications concept through foursquare, Mashable.com and iAd.
BMW i is running an iAd campaign in Europe reaching iPad, iPhone and iPod touch users in Germany, England and France. As launch partner for iAd on iPad in Europe, BMW i will be initiating an innovative campaign, which will exploit the advertising potential of the iPad and provide an app with that brings cars to life in 3D environments and mobility images. The main focus of the advertisement campaign will be the BMW i3 and BMW i8 concept cars.
Besides the iPad apps, BMW is continuing to boost its social media presence. BMW i pages have been present on Mashable since April 2011 and will continue in 2012. It’s activity presents Mashables users with weekly news updates on the topic of mobility and technology in the category “Global Innovation Series”. BMW i also has a strong fanbase on Facebook and Twitter (more than 500,000 fans), now the brand’s presence on foursquare, a location-based social network for discovering cities, will provide users with tips on locations with a particular focus on sustainability, electro-mobility, design and art.
Social media and the internet is THE place for advertising and marketing. The results of the World Internet Usage Statistics of March 2011 say that 30.2% (2,095,006,005 people) have internet. And just by posting to Mashable.com A LOT of people can read your post (they count 20 million visitors per month). Can you ask for a bigger audience than that? I say no. Traditional media channels for the big brands are dying out, have you seen a flashy, out of this world, the BIG IDEA type of campaign in a daily newspaper? Or have you heard an awesome radio jingle for some big brand lately?
Here is some official photo material from BMW, check it out, and feel free to comment and answer a poll at the bottom.
The BMW i sub-brand’s cooperative marketing activities were planned and implemented by the creative agency KKLD.
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