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BMW targets technology lovers with campaign for all-electric car

bmw-promo-high-resBMW has launched a mobile and tablet campaign promoting the new all-electric BMW i3 to “early adopters of technology”.

The campaign, created by Big M and BMW’s media agency Vizeum, includes the “new accelerometer 360-degree virtual tour” which allows users to take a 360-degree virtual tour of demo models.

Consumers are also able to track down the demo cars, which are parked at various locations across Sydney and Melbourne, using their mobile phones.

Graham Christie, group commercial director and partner at Big Mobile said: “Mobile is playing an increasing role in the automotive purchase cycle, so it’s vital that brands create more immersive ways to speak with prospective buyers. This is our most comprehensive and innovative mobile campaign for the sector yet.”

The campaign also allows users to create their own dream BMW i3 through their smartphone or tablet, changing the colour and wheels to view their own personalised version of the vehicle.

Consumers will be able to get a feel for the BMW i3’s driving range based on the user’s location and the various comfort level options available.

Davor Vilusic, digital director at Vizuem said: “With BMW bringing the future of mobility down under, we wanted to build a mobile-centric platform which offers a deeper level of brand & content engagement. Working closely with Big Mobile we were able to co-create a multi-device campaign.”

The campaign will appear across Big Mobile’s publisher network.

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