Step on the gas. Turn up the volume.
What could be better than cruising down the California coastline in your new BMW? Driving while listening to audiobooks written exclusively for your listening and driving pleasure. BMW has teamed up with Random House to bring you short stories written specifically for those one-hour jaunts in your Beemer, with hairpin turns and breakneck speeds written right into the plot.
These commute-friendly stories are another great brand sharing tool by this already tech savvy company. It's a unique but not surprising approach by the company to interact with its loyal customers and anchor the driving experience in the minds of the audience. As a once regular visitor to bwmfilms.com, I see this as a terrific move for the auto maker. These 'podcasts' are cheap, portable and bound to be the topic of water cooler conversation.
A new audiobook with a gripping car-centric tale written by contemporary writers will be released every two weeks. By experimenting with downloadable advertainment, BMW goes head to head with other podcasts and digital content that modern drivers have available to them. Our iPods become portable entertainment systems loaded with possibilities. By giving loyalists the option of a brand-focused experience, BMW drivers become engaged, interested and excited about the next release.
Although simple, the site offers the short stories for free, and encourages users to review the books online once they've listened to them. By inviting interactivity, BMW has the potential to build a community of enthusiasts. How better to get people telling stories about your brand, than to commission the stories yourself?
These commute-friendly stories are another great brand sharing tool by this already tech savvy company. It's a unique but not surprising approach by the company to interact with its loyal customers and anchor the driving experience in the minds of the audience. As a once regular visitor to bwmfilms.com, I see this as a terrific move for the auto maker. These 'podcasts' are cheap, portable and bound to be the topic of water cooler conversation.
A new audiobook with a gripping car-centric tale written by contemporary writers will be released every two weeks. By experimenting with downloadable advertainment, BMW goes head to head with other podcasts and digital content that modern drivers have available to them. Our iPods become portable entertainment systems loaded with possibilities. By giving loyalists the option of a brand-focused experience, BMW drivers become engaged, interested and excited about the next release.
Although simple, the site offers the short stories for free, and encourages users to review the books online once they've listened to them. By inviting interactivity, BMW has the potential to build a community of enthusiasts. How better to get people telling stories about your brand, than to commission the stories yourself?
posted by franki durbin @ 9:09 AM PERMALINK
1 Comments:
I think you're absolutely right, these are totally on brand and a brilliant idea.
And even though these kind of things were traditional back in the 50's with TV (i.e., Ovaltine sponsors Little Orphan Annie), there's just something that creeps me out about literature created to include an overpriced German car.
Not sure what it is, though.
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