Campaign Overview
The BMW X6 mobile campaign showcases an interactive agency leveraging the immediacy of mobile to enhance a major international brand. Luxury automaker BMW partnered with leading interactive agency, iconmobile, to create a powerful cross channel marketing campaign with multiple touchpoints and all included mobile calls-to-action.
Campaign Objective
Drive interested BMW potentials to the fully branded BMW X6 WAP site by texting a keyword to 67463 (MSGME) to view its specifications, technology upgrades and find the location of a BMW dealer in their neighborhood.
http://www.bmwusa.com/allnewx6/mobile.
Marketing Tactics
The iconmobile Group created a campaign with over 30 marketing channel placements for consumers to interact with the BMW X6 WAP site. Each placement integrated mobile interactivity with traditional advertising and included mobile calls-to-action. For example, text BMW to 67463.
Additional placements ran in major national magazine and newspaper publications too. A full page ad in The Wall Street Journal featured the BMW X6 and included the specific call-to-action, text BMWWSJ to 67463 (MSGME) driving consumers to the WAP microsite to view the sport activity coupe. The advanced WAP microsite included the coupe’s advanced features, specifications and technology of the BMW X6, including internal and external pictures of the sport coupe.
Other placements with mobile calls-to-action included billboard advertisements in major airports around the country, at International Airport JFK, consumers texted BMWJFK to 67463 (MSGME) to receive the WAP site link on a mobile device.
Another unique BMW X6 campaign placement was an in-elevator promotion. Consumers could view photos of the coupe on elevator flat panel screens. This innovative elevator promotion showcased multiple screen shots of the coupe and all included BMW X6 mobile calls-to-action.
Shortcodes
BMW and iconmobile leveraged the Msgme shared shortcode, 67463. However, marketers can still take advantage of all Msgme campaign features, including advanced reporting and analytics, with any short code. Msgme’s unique cross short code management enables distributed sharing of short codes across organizations.
For more information on mobile marketing or Waterfall Mobile, please visit www.waterfallmobile.com or contact sales@waterfallmobile.com.