BMW i e-mobility brand introduces Web-based marketing strategies, iAd launched in Europe

Article by Christian Andrei, on December 25, 2011

BMW i, the e-mobility brand of the BMW Group, is initiating new strategies in marketing with its implementation of innovative online activities and merging of three digital channels in its online communications concept through Mashable.com, foursquare and iAd, which is Apple's mobile advertising network. The brand is running a European iAd campaign which will reach users of iPod touch, iPad and iPhone in England, France and Germany.

As the launch partner for iAd on iPad in Europe, the e-mobility brand will be pioneering an innovative campaign. This endeavor will harness the advertising potential of the iPad, and will lead the way to a three-dimensional world of mobility experiences and images.

The BMW i8 and BMW i3 Concept vehicles will be the main focus of the campaign. With the functionalities of the iPod touch, iPhone and iPad, these automobiles will come to life, allowing them to move freely in 3D.

Aside from the BMW i subdomain's established social media following on Facebook and Twitter, with at least 500,000 fans, foursquare is also being used to complement BMW i communications offering. This is a location-based social network to discover cities, and is used by 15 million people worldwide. This online tool lets users explore interesting locations in 30 cities.

As soon as foursquare users "check in" at a certain area through their mobile gadget, they receive specific background information about the place as well as online tips. The BMW i's brand-page foursquare.com/BMWi offers users with tips on locations with regard to electro-mobility, sustainability, art and design.

Topics: bmw, europe

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