BMW Digital Marketing 2012

Presented by eBrand Co.,

Project requirements• Objectives

– Enhance brand awareness– Attract potential & new customers– Generate new leads– Increase showroom traffic– Improve customer database: quantitative and qualitative (targeting: reach– consumers with real interest in our products; gain deeper insights into

customer– Profiles: their interests, needs, lifestyles, etc.) get valuable data

• Conclusion to drive – Online marketing is a great method at this time– But we have to choose an appropriate way– The characteristic of BMW must be built and get along with "philosophical,

exclusive, trend leading, innovative tools of communication“

Project requirements

• Must be resolved by the proposal– A. Optimize existing digital marketing channels:

• Corporate Website

• Facebook Fan Page

• Search Engine Optimization (SEO)

– B. Exploit new digital channels

– C. Continuously create digital input:• Update information, news, events on regular basis to

keep consumers informed

• Ensure that published information is always valid

Presentation Will-s and Won't-s

• Will-s– Present the concept and put

client aboard

– Draw a skeleton with the appropriate development roadmap of the campaign

– High-level estimation with detail overseen

• Won't-s– Show the detail knowledge

about all series of BMW

– Finalize the design, but Illustrate the idea with visuals

– Detail all activities

– Finalize the wording (using EN)

– Detail every penny

Objectives requested from client vs. Direction to resolve

• Requested

– Site optimize

– Search Engine Optimization

– Explore new channles

• Direction

– Plug a new platform in

– Develop a concept to Gel every activities

– Maximize the communication effectiveness over the Internet's channels

Methodology• What have we researched?

– Brand guidelines

– Brand activities locally/regionally/worldwide

– Competitors

– Target audiences

– The current market

– The current online market

– The branding requirements

• What have we experienced?

– The digital campaigns with other products

– The digital campaign with hightech, premium product

– Community construction and promoting with media, social media

Concept constructing

Strategy of communication

Commu-nication

Targeted audience

communication

Direct message with BMW

involvement

Long term visioned

story, on a community (member centric)

Consistent in 360o

Channels

Solid kernel of targeted audiences vs. mass

observers/followers

Dialogue with Mr. X (Target audience)

Dialogue with Mr. X (Target audience)

“I am a BMW fan and I want to shout that out!”

“I look for a better service for my car.”

“Knowing more about inside the car is what I tend to…”

“Where I can join other Bimers??”

“Of course, Bimer is high-standardized!”

“My dream will come true, I am fighting for …”

“Bring the challenges here!!!”

“I have many interests, you can see!”

“When can I have my own BMW???

Core value from the platform

• User can find the joy from being IN a community sharing the same life-style but still being Unique

• User can find the joy of experience the real benefits given from BMW to make his desire/his dream for a BMW come true

• User can see how the gained joy influence on his life positively

• Added value: User can find the joy of using Internet time more effectively, usefully

Mr.X will not fall in to these situations

Be lonely in a crowded place

Be dreamming with unreal plans

Waste time into nonsense pursuit

INBeing

in.bmw.vn

“The JOY from being IN. Mr. X, you will find your JOY by joining the community you belong to

and exploring the journey while sitting in the BMW!”

– Mr.X always proactively IN an activity

– He's IN means he's with his buddies, showing himself

– Only being IN, he can feel BMW for real

– Jump IN real things will bring him real joy in real life

– IN also created a flexible element to play with wording

Concept implementation prerequisites

• Call to action, Being IN highlighted everywhere!

• Direct communication

• Visualization focused

• Easy to navigate

• Interactive

• Encourage to recommend/invite friends/comment/assess/like

• Full-fill database aiming with customized tools

Implementation

• Platform development

• Media 360 to arrest the audiences

• Explore the key activities

• Home site aligning with external channels

• Explore the media 360 in details

Let’s !

Platform development

Welcome to IN space!

IN Home

IN BMW

Machine Specification

Catelogue

TVC

IN Zone

IN Spirit

Life-style

Life adventure

In People

Community

Featured IN-Members

IN Channel

BMW's Event

Car's news

BMW's News

IN-Courage Arcade Game

IN Club IN YO!

Yo Garage!

Personal information

Yo! activties

X finds the JOY from Being IN

NAMCUONG

And he gets friend with Cuong at “IN ZONE”

Actually “IN BMW” is one of the great section NAM & CUONG are

interested in

At “IN BMW”, they update latest information about BMW series,

their dream

CUONG is a featured member of IN. He often shares and write articles posted at “IN PEOPLE”

CUONG owns a BMW and is a very active member of IN CLUB

X finds the JOY from Being IN

NAM

CUONG

NAM found himself being with CUONG and other friends.

Getting more friends, they know more about life style, life adventure. That’s what they call

“IN SPIRIT”

This 2012, they will conquer Everest, which was the dream of NAM

CUONG

X finds the JOY from Being IN

NAM

CUONG

Although the life is so busy but IN always catches CUONG & NAM attention.

IN CHANNELS get them updated and invite them into BMW activities and interest events

CUONG

X finds the JOY from Being IN

NAM

CUONG

IN – COURAGE GAME 2012 – 3 episode of “LOST”CUONG

EXCLUSIVE @IN 2012

X finds the JOY from Being IN

NAMCUONG

CUONG invites NAM to Join IN CLUB with great activities

X finds the JOY from Being IN

NAMCUONG

IN YO!

Where I show my IN-Spirit to

the world

Media 360 to arrest the audiences

Explore the key activities

IN.BMW Activities

Summary

• IN-People’s shows

• IN off road

• Test Drive Registration Recruitment

• BMW collection contest

• IN-Courage Game – 3 episodes of “LOST”

• IN-Mobile application

BMW communityIN.BMW.VN

ACTIVITIES LANDSCAPE

Content updating

NewslettersTalks (Interviews)

Community sharings

IN CLUB events

IN-App for mobile

IN-Game 2012[Test Drive Registration ]

2012

Viral campaigns

Viral campaigns

Viral campaigns

Viral campaigns

IN Talkshow• 2 months/time• Quantity: 50 members• Place: Restaurant or an eco-tourism• Topic: depends on each talkshow term• Objective: to connect members and exchange

with BMW Auto Euro• Content: Invite influencers to talking about

themselves. High-light Who they are and What they do to being success.

• Talkshow will be reported on IN Zone

IN Talkshow• Influencers are representation of BMWer.

What they are doing make the others desire and want be them.

• The common points:

– All of them are using BMW

– They are successful

– They know to JOY their life

Influencers suggestion (draft)

BusinessmanĐoàn Nguyên Đức

VN Football starThành Lương

Model & Singer HồNgọc Hà

IN off road• Objective: create a play park for members to

JOY their journey

• Time: every 3 months

• Vehicles: by themselves

• Off road will be launched by IN Club

• BMW is the sponsor

BMW Sniper• Members catch BMW’s

images around their eyes. • All images will be upload

automatic to IN Yo where they can host captured images by BMW Sniper application

• All comments, likes for those images will be synchronized with Facebook

Test Drive Registration 2012• Align with BMW campaign

• Activate online community to join

• 50 members/day

• Voucher discount

• Invite target audiences: News letter, Banner ads on BIMWIN, viral marketing,…

IN – COURAGE GAME 2012 – 3 episode of “LOST”

EXCLUSIVE @IN 2012

IN – COURAGE GAME 2012

• Adventure and intellectual game

• Character is a representation of BMWer: Success, smart, modern and dynamic

• Character need to use their deep thinking skills, inference thinking and all applications on their phone to solve problem and win the game

• BMW will be the car that the character using through out the game (imaginary)

• BMW advertising banner also appear on the game

• The game will be parted by espisodes

Game illustrated

Mobile application – IN AppA useful app – member activated

• GPS allow user find the nearest garage around 5km

• This application can apply on iOS and Android OS

• Range of use: over VN

• Every action on this apps can be synchronized with IN platform

Updates

Car tips

Event notifications

Downloads resouces

Garages database from INMember interaction

Explore the media 360 in details

Media Landscape

Paid Media

Social Media

Viral Marketing

PR Article Group BuyEmail

MarketingMobile

Marketing

Media Objectives

• Increase concept perception

• Increase brand awareness

• Drive traffic to In.BMW platform

• Detect & serve each single potential client

• Push information deeper in brand community

Media campaign must be

Targeted + Managed

Right message

Right place

Right time

Right manner

Paid

Media

Social

Media

Viral

Marketing

PR

Articles

Group

buy

Email

MarketingMobile

Marketing

• Increase concept perception• Increase brand awareness• Drive traffic to In.BMW platform

• Increase concept perception• Increase brand awareness• Drive traffic to In.BMW platform• Detect & serve each single potential client• Push information deeper in brand community

• Customer WOW service• Increase traffic to website

• Increase concept perception• Increase brand awareness• Drive traffic to In.BMW platform• Detect & serve each single potential client• Push information deeper in brand community

• Increase concept perception• Increase brand awareness

• Increase concept perception• Increase brand awareness• Drive traffic to In.BMW platform

• Increase concept perception• Increase brand awareness• Drive traffic to In.BMW platform

Theme Consistent – Customer Oriented - Interactive

Including

• GG Ads

• FB Ads

• Banner Ads

54

Paid Media

Including

• GG Ads

55

We are the No.1 on Search Engines

Paid Media

FB Ads

– Be consistent with main concept

56

BMW M offered anexclusive event in Spainwhere BMW owners andfans could discover thenew M5.

reach see ClickFeel ‘In’

Paid Media

Banner Ads

– Show up the

concept

– Rich media /

Interactive

57

Paid Media

58

Paid Media

Channel list

Social Media

Social network Video Channel

Photo ChannelDocument

Sharing Channel

BlogOnline

Bookmarks

Category

Social Media

Social Media

Channel listCommunity building on: Spreading content on:

Social Media

Facebook Fanpage

• Content syncronizing with in.BMW website.

• Face to face communicate with potential customers.

• Fast & Instant channel to push information to community.

Social Media

Facebook Fanpage

- Content on Fanpage:• Products• Activities daily update.• IN Race• Garage Positioning System Application

Viral Marketing

Online Seeding

Personal Publisher

InfluencerOfficial

Account

Category

Viral Marketing

IN.BMW Member Recruitment Pyramid

Take action

Get involved

Being interested

Being aware- See the banner, hot box.- Read the content (Text, story, photos, videos,…)

- Like, comment on the content.- Search about BMW, in.BMW,….

- Being fan of fanpage, register on website.- Follow up and join in in.BMW community.

- Participate in in.BMW activities- Using in.BMW function.- Share to friend, call friend to join with them.

Viral Marketing

Step by Step Commnunication- See the banner, hot box.- Read the content (Text, story, photos, videos,…)

Being aware

• Online Seeding

• Personal publisher

• Launch banner

• Launch Hot Box – Hot Topic

• Launch the platform- Website- Fanpage

Viral Marketing

Step by Step Commnunication- Like, comment on the content.- Search about BMW, in.BMW,….Being interested

• Push interesting content to online environment- TVC- Articles

-Create discussion trend about JOY concept (Successful, Travel, challenging,...)

• Personal publishing

• Seeding & Cheer up the in.BMW trend

• Using Influencer to call community to action

Viral Marketing

Step by Step Commnunication- Being fan of fanpage, register on website.- Follow up and join in in.BMW community.Get involved

• Activity launching

• Bring benefits to member

• Run online WOW service campaign

Viral Marketing

Step by Step Commnunication- Participate in in.BMW activities- Using in.BMW function.- Share to friend, call friend to join with them.

Take action

• Run online activity

• Run contest

• Seeding about the action

• Launching Sales / Promotion program

• Launching Group Buy program

• Show up / Report the action of member in activities

• Offline activity

Viral Marketing

Action listOn Sponsor Forum(5)

Hot Box: Open a hot box in long term on each forum (All year long)

- Push out information directly and frequently to these forum members.

- Official serve the information needs for these forum members

- Introducing about each BMW car

Unique Activity: Organize unique activities on each forum

Special benefits: Bring many special benefits to these forum member

Official Accounts: Use official account to communicate with these forum member:

- BMW customer service

- BMW technical support

- BMW sales

- BMW marketing

Influencers: Use a group of 5 prestige members to recruite other members on these

forum into an invisible fan group right on forum

Online WOW customer service:

- Recognize - Tracking - Serve - Consult potential client right on forum enviroment

- Detect client’s complaint and take care directly.

New thread Seeding: Seeding information, discussion around BMW products & BMW

campaign

Discussion Seeding: Join in to other cars thread and navigate the discussion to BMW

Viral Marketing

Action listSeeding Forum(30)

Recognize - Tracking - Serve - Consult potential client right on forum

enviroment

Seeding information, discussion around BMW products & BMW campaign

Join in to other cars thread and navigate the discussion to BMW

Viral Marketing

Channel listSponsor Forum (5)

1 http://www.otofun.net/forum.php 117,679

2 http://www.vietcaravan.com/ 9,560

3 http://www.hdvietnam.com/ 402,743

4 http://www.vnav.vn/forum/index.php 30,508

5 http://www.vnecon.vn/forum.php 708,137

Viral Marketing

Channel listForum Seeding (30)

Cars

1 http://www.otosaigon.com/Forum/ 159,825

2 http://xehoivietnam.com/forum/

3 http://otofc.com/forum/forum.php 15,123

4 http://phunuvaxehoi.com/ 6,891

Hi-tech & For

Man

5 http://www.tinhte.vn/forum/ 1,059,485

6 http://gsm.vn/forum.php 567,386

7 http://vozforums.com/ 329,490

8 http://handheld.vn/forum.php 124,299

9 http://forum.tech24.vn/ 943,018

10 http://www.vnphoto.net/forums/ 74,661

11 http://diendanbongda.com.vn/ 27,302

12 http://truongton.net/forum/ 1,347,949

Modern Family

- Women

13 http://www.webtretho.com/forum/ 587,200

14 http://www.lamchame.com/forum/forum.php 161,359

15 http://diendan.phununet.com/ 37,597

16 http://www.diendan.eva.vn/ 222,133

Viral Marketing

Channel listSeeding Forum (30)

Modern Youth

17 http://www.yeuamnhac.com/music/ 880,358

18 http://www.hihihehe.com/f/forum.php 515,752

19 http://www.5giay.vn/index.php 510,917

20 http://www.dienanh.net/forums/forum.php 355,433

21 http://forum.zing.vn/ 5,174,658

22 http://www.beat.vn/forum/forum.php 115,762

Hi-class

Hobbies

23 http://www.diendancacanh.com/forum/forum.php 23,898

24 http://www.aquabird.com.vn/forum/forum.php

25 http://dragonfish.com.vn/forum/index.php 49,532

26 http://vietdog.com/forum/index.php 18,144

27 http://www.clbmohinh.com/forum/default.aspx 15,159

28 http://clbxeco.com/index.php 9,701

Travel 29 http://www.phuot.vn/ 40,748

Professional 30 http://www.diendankientruc.com/vbb/index.php 94,580

PR Article

PR angles

IN.BMWLife Style

IN.BMW Promotion

IN.BMWActivities

PR Article

Channel

http://autopro.com.vn/ http://autonet.com.vn/

http://vneconomy.vn/

http://otosaigon.com

http://vietnamnews.vnagency.com.vn/

http://vnexpress.net/ http://dantri.com.vn/ http://vef.vn/

THANK YOU!Hoang Minh Ngoc Hai - DirectoreBrand Co., Ltd.[A] 333/46 Le Van Sy, Ward 13, District 3, HCM, Vietnam.

[T] (+84.8) 6272 6462 | [F] (+84.8) 3526 4554

[W] http://www.ebrand.vn

[E] contact@ebrand.vn

[IN contact] http://in.bmw.vn/dongkixot