BMW comes out with its new sporty, and smaller coupe and is relying heavily on
Internet advertising for its introduction. Smart choice, since the market for this car will be younger and less affluent than the current BMW lover. Advertising like this is sure to attract the target market.
The campaign tries to reassure potential buyers that the 1-series model is still a “pure BMW” despite being smaller and less expensive. Collaborating agencies for these ads are Austin's own GSD&M, which is part of the Omnicom Group, and Dotglu in New York, part of the Kirshenbaum Bond & Partners division of MDC Partners.
What's so great about this campaign is that almost half the spending for the campaign is going to be devoted to online media comparing to the usual 1 percent to 15 percent of the total ad budgets of other BMW models. Just in case you're wondering, this campaigns budget is about $15 to $25 million.
Now you'll be able to send personally designed virtual cars to you friends on Facebook. You can also send cars on virtual road trip from one profile to another and send car keys to eachother. I know, a bit ridiculous but this will get the name out there, which ultimately shows to be effective. Since Facebookers aren't shy about expressing their angry opinions about overload of advertisements, BMW is really working to make this fun and entertaining. Other elements include buying dominant positions, known as take-overs, on the home pages of msn.com and yahoo.com and posting video clips on YouTube and developing a microsite devoted to the 1-Series.
NY Times reports that "The campaign is indicative of efforts by mainstream marketers to alter their media mixes as consumers change their media habits." A recent survey by PQ Media projected that by 2012, advertisers will increase spending by 82 percent from 2008 in areas like search-engine marketing, online video and e-mail messages.
The goal has become “to give people a reason to engage with or participate in your advertising,” said Patrick McKenna, manager for marketing communications at BMW of North America in Woodcliff Lake, N.J.
Basically, BMW is having fun with this and trying to experience new things for a new market. They realize that the 20-somethings and 30-somethings demand controlling their brand experience.
2 comments:
I think that BMW's efforts to explore other methods of advertising are respectable. Especially, since the brand has traditionally targeted an older age group. They're definitely reaching and engaging their target audience the right way. Props to BMW.
BMW has been one of the few advertisers that i admire for there consistent use and method. I have loyally been a customer of theres, and they are marketing and advertising the right way. They use this one ladys voice, which sticks out in my head and i can instantly tell its BMW. Its very simple, and not in your face advertising. Its very opposite to what you would normally expect from car sales.
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