Introduction to BMW’s Digital Campaign

BMW has a history of making revolutionary digital campaigns, and their latest project for the Z4 Roadster is not any exception. The automotive manufacturer turned to augmented reality (AR) to advertise their recent model, aiming to associate the brand with cutting-edge technology. In this text, we are going to explore the temporary, pitch, creative process, media plan, and launch of BMW’s AR campaign.

Brief Overview

The goal of this project was to present consumers the chance to experience and interact with the Z4 Roadster without having to physically visit a showroom. BMW’s lead agency, GSD&M, created a world above-the-line campaign featuring performance artist Robin Rhode, who choreographed a Z4 driving across a big canvas, creating a singular piece of art. Dare, a roster agency, was tasked with making a digital campaign to enhance the broader TV and press activity.

Pitch and Planning

Dare’s remit was to offer strategic development for BMW’s digital promoting activity and create website material for newly launched products. According to Toby Horry, planning director at Dare, it became clear early on that AR was the solution to go. AR technology allows users to interact with a product by making a holographic image using printed codes and webcams. Horry stated that to achieve success within the digital world, one should be up to the mark with the newest technologies and know learn how to apply them to a campaign.

The Role of AR within the Campaign

AR made sense for this campaign due to its ability to permit users to govern the vehicle and create their very own artwork. The technology gives users the flexibility to interact with a product in a singular and interactive way, making it a really perfect selection for the Z4 Roadster campaign.

Creative Process

At the center of the web campaign is the app powered by Inition’s AR technology, MagicSymbol. Users were invited to create their very own ‘expression of joy’ by downloading the app from BMW’s website. Once installed, the app allowed users to check out different features of the automotive, customize it, and create paint trails with a virtual Z4 on their desk, floor, or garden path. Over the course of development, the campaign became more interactive, with users capable of maneuver the automotive, add paint, and retract the automotive roof.

Technical Challenges and Solutions

Although coding the app to make it Mac compatible posed a technical challenge, Horry stated that there have been no major hiccups during production. The development team heavily researched the project at the beginning, ensuring they weren’t promising the client something they couldn’t deliver.

Media Plan and Launch

The app was made available through BMW’s website and was supported by a Facebook fan page showing the way it was created. The fan page attracted 850 fans, and users got the choice to record their ‘painting’ in motion through their webcam and upload the outcomes to YouTube. A brief film was produced and seeded on YouTube, generating 20,300 views in only over two weeks. The YouTube channel and Facebook group were created to tap into social network users’ passion for brand spanking new technology, helping to create a buzz across the AR campaign.

Paid-For Media Strategy

Dare supported the social activity with a paid-for media strategy, planned by Zed Media, which included viral seeding and rich-media ad placements. The app was also promoted via direct marketing and press activity, with the AR symbol already printed for quick interaction.

Conclusion

BMW’s AR campaign for the Z4 Roadster was a hit, providing users with a singular and interactive experience. The campaign’s use of AR technology created a buzz around the online, with users capable of create their very own artwork and share it with others. The campaign’s simultaneous launch across all platforms ensured a coherent customer journey, whether from the TV ad to the web site or from a blog to Facebook. Overall, BMW’s AR campaign demonstrates the potential of revolutionary digital marketing strategies to interact consumers and promote a brand.