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BMW debuts social-media campaign for concepts

Tue, 20 Dec 2011 00:00:00 -0800

BMW launched its next marketing campaign for the BMW i3 and i8, aimed at the tech consumer. The campaign runs on location-service Foursquare, social-news round-up site Mashable and iAd, Apple's mobile-advertising network.

The iAd campaign will run in Europe on iPhones, iPods and iPads. The campaign will use the processing power of the devices to produce commercials with 3-D graphics and virtual worlds. The BMW i3 and i8 are the main focus of the campaign.

In addition to the company's push on Facebook and Twitter, BMW's i brand will have a presence on Foursquare. When users check in at a location in one of 30 cities, they will get online tips and background information on the area they are visiting through their mobile device. The location tips have a focus on sustainability, electromobility, design and art. Foursquare is used by more than 15 million people around the world.

The last of the three-pronged approach is news site Mashable. BMW provides the site with weekly news on the topic of mobility and technology in the Global Innovation Series category. BMW says visitors to Mashable are squarely in the BMW i car's demographic.

By Jake Lingeman