BMW Print BMW CONNECT CARDS by Red Point Digital

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Industry Cars
Media Print, Magazine & Newspaper
Market India
Agency Red Point Digital
Released January 2012

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: BMW INDIA
Product/Service: BMW
Creative Technologist: Kartik Lad (Red Digital)
Head: Design: Manish Dhumale (Red Digital)
Senior Executive: Design: Rahul Rajbhoj (Red Digital)
Head: Business Development (North India): Jaydeep Meena (Red Digital)
Chief Operating Officer: Yashraj Vakil (Red Digital)
Media placement: Digital - Event (Auto Expo 2012, New Delhi) - January 07, 2012

Describe the objective of the promotion.
BMW entered India’s largest auto show, Auto Expo, wanting to create buzz about beating Mercedes to become India’s leading entry-level luxury car maker. However, their TG male, 31-50+ don’t frequent auto shows. In Indian households youngsters influence decisions about the car to buy and it was important that BMW excited them as much as their core TG. We created BMW Connect Cards, which were distributed to visitors at the BMW pavilion. Promoters prompted them to connect it with their Facebook credentials enabling them to share their offline experience with their online friends, real-time and create buzz beyond the event venue.

Describe how the promotion developed from concept to implementation.
BMW wanted to create Facebook pillars where visitors could go and ‘like’ cars. We weren’t sure, as visitors might not act unless prompted. We wished to take the pillar to the visitors! We created RFID enabled iPad2s and handed them to promoters who approached curious car oglers, clicked their pictures and helped them upload it to their Facebook profile with a simple tap of the BMW Connect Card. Visitors could also tap and let their Facebook friends know which BMW car they ‘like’. Each ‘like’ posted would be accompanied by a picture of that BMW car added from the back-end.

Explain why the method of promotion was most relevant to the product or service.
The youngsters who BMW was trying to connect with at the Auto Expo are digitally active and influenced by technology. There wasn’t a better way to excite them than with what they’re most familiar with - technology, the Internet and Facebook! The method of promotion also gave these individuals bragging rights amongst their friends on Facebook by allowing them to post pictures of themselves in a BMW supercar real-time from the venue hence generating positive emotions and positive word of mouth from his Facebook friends who see him in a BMW.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This convergence of offline and online media over Facebook saw 10,000 users generate over 19,000 photo uploads, over 34,500 unique pieces of BMW branded content and close to 3.5m post impressions in just 5 days of the Auto Expo. That's an astounding 7 photos every minute for 5 days!