Transcript MIS553_BMW_CaseStudyLessons_2012

MOBILE MARKETING IN PRACTISE:
BMW “Driving Force” Case Study
Course Faculty: Mrs Yasmin Malik
Venue: IBA City Campus, Karachi
Course Start Date: Spring 2012 (Feb 1)
MIS553: Mobile Marketing Strategies
The “Old” Marketing Paradigm…(?)
Name one brand that immediately comes to mind when we think of
global marketing success and marketing trend setting and which has set a
“model” for advertising that many still follow….?
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Answer: P&G
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The “old” P&G model says:
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“…put a message in front of people and relentlessly repeat it until
consumers give in and buy the product” (Source: “Permission Marketing”,
Seth Godwin, 1999)
The more recent model as advocated by P&G’s own CEO, A G Lafley:
“ I tell marketers to LEARN TO LET GO because THE MORE IN CONTROL
WE ARE, THE MORE OUT OF TOUCH WE BECOME…”
BMW: Breaking “New” Grounds in Marketing
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BMW is known not only for implementing some of the most advanced technology and
design in the automotive industry but also for “breaking new ground in marketing”
BMW was one of the first companies to pull the mobile channel into its marketing mix
since 2004
They claim that “mobile works for BMW”
They used the new medium very successfully to gain “traction” with a new
demographic: a younger audience for its new 1 Series automobile
Use of MMS, downloadable applications (games related to their vehicles) and
colloboration with OEM’s like Nokia were crucial to campaign success
Specific handset targeting was also key to their campaigns
Throughout their adoption of the mobile platform, BMW asserts that “…advertising
is not value….”
They treat the mobile channel not as an “advertising channel” but as a “service
channel”
Some Lessons from BMW “Driving Force”
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The Case Study shows that for a company that has a huge ad budget, the mobile
channel is viewed as “cheaper” – maybe 1% or 2%” of the overall marketing
budget
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Many BMW campaigns involve handsets
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This is in the form of applications or targeting of specific handsets
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Despite handset specific targeting being an integral part of BMW’s mobile
marketing strategy, the company maintains that “BMW doesn’t particularly need the
mobile Operators”
BMW has continued to innovate with the mobile channel but above all, it stands for
marketing innovation itself as shown below:
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http://www.youtube.com/watch?v=GR_vDq2iXJ4
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(“BMW Cinema Flash Projection” video of YouTube)
BMW: “Involve Me”
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The following very adequately sums up BMW’s overall marketing philosophy:
“Tell me something – and I will forget;
Show me something – and I can remember;
Involve me – and I will understand….”