BMW MMS Hyper-Targeting

Advertiser product push campaign

Objective

  • To promote a winter tires initiative by reminding customers that better tread in the snow was a necessity, not a luxury

Call to Action

  • Instead of sending a vague, anonymous, mass-mailed print advertisement, BMW personalized a mobile message to each customer depending on the specifications of their owned car
  • Each message included a link to BMW’s website where customers could discover alternate tires, compare prices and view different styles for their vehicle
  • BMW supplemented this MMS content with a mobile app that customers could download to further their experience Interestingly, the BMW marketing team decided to optimize content for only 20% of cell phone types. The campaign focused on delivery to the high-end smartphone market, rather than attempting to support every single phone type

Measurement of Success

  • 1,200 messages sent with a 30% conversion rate and $45MM in revenue
  • Cost $60,000

Key Takeaways

  • BMW displays how to use multiple engagement channels, including SMS, MMS, Mobile Web and Mobile Apps to create targeted customer outreach. By delivering a message according to a customer’s specific BMW model, as well as following up with numerous access points for personalized customer interaction, the campaign generated a high ROI
  • On the other hand, disregarding a portion of the market was unnecessary. Any customers without MMS/app-enabled phones should receive a text message with a link to where they could learn more about the promotion. By implementing SMS, given its ubiquity and correspondingly low cost, BMW could have increased conversion rate with minimal additional investment

BMW