BMWFilms - Their main goal was to give customers a memorable experience creating something they would possibly remember 10 years down the road 4

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BMWFilms 1. The target market was a younger tech-savvy generation. BMW in general appealed to people who tended to be leaders, who worked hard, played hard, and achieved a lot early in life. They also have an eye for detail and are willing to pay more for an absolutely perfect product. 2. Instead of showing off the vehicle in a perfect manner, BMW showed off the performance side in the short films. Sometimes the cars were dirty, banged up, and full of bullet holes. 3. BMW was already a strong brand in 2000, and they did not have any new vehicles coming out in the next six months. They felt they were given an opportunity to advertise in a creative way. They knew not as many people would see the internet ads, but felt it was worth it.
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Unformatted text preview: Their main goal was to give customers a memorable experience, creating something they would possibly remember 10 years down the road. 4. The campaign was more successful than they imagined. By August, they had over nine million views on the website. It made customers realize BMW vehicles were more than just a status symbol and realized they were also a high performance vehicle. Major media publications were overwhelmingly positive. They were getting many “pass-alongs”, fans of the videos would tell their friends about them. Many viewers wanted more videos or even a 2-hour movie. They reached their target audience as well as others....
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This document was uploaded on 02/04/2011.

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