BMW Promotes New 3 Series With Mobile Campaign
BMW is launching a mobile-centered campaign to promote the launch of its new 3 series. The campaign begins with a mobile phone number that will be distributed from the automaker's website, at autoshows and at other promotional events. The number, 703-286-BMW3, returns a text message to the caller's phone providing a link to a mobile-enabled website containing information about the new vehicle and a gallery of past models. The campaign also provides a notification service which will send an additional text message when the car nears availability.
The campaign, created by Boomerang Mobile Media, was crafted to open dialog with people when they are in an automotive mindset. Boomerang Mobile Media Chairman Lou Schultz explained saying, "It's tapping a consumer when they're in a frame of mind where they want to know more.
If you're watching traditional advertising, and you see an ad and it calls for interaction, you might go to the Web, and you might not. But here's a way to create something different that the consumer can tie into."
Unfortunately, the campaign and the URL aren't friendly to non web-enabled phones. Granted, most phones are web enabled but our LG VX4400 isn't though we are definitely in the target audience for the 3 series.