Overview:
The BMW M Power Tour will be kicking off at BMW Toronto on August 18, 2018. The purpose of the BMW M Power Tour is to generate awareness and excitement for M vehicles in the Toronto GTA market.
Objectives:
- To advertise the opportunity to test drive an M vehicle at the BMW Toronto dealership;
- To build effective and engaging digital content to influence purchase decisions.
Target Audience:
- Male aged 35-50;
- Married;
- In the market to purchase a luxury vehicle.
Creative Strategy
Experiential Marketing (Postal Card Invitations):
- BMW M Series vehicles will be placed across luxury shopping malls in Toronto;
- Shoppers will get a chance to win a free invitation to the BMW M Power Tour by taking a picture with a vehicle and sharing it on social media using the hashtag #BMWMTOUR_TO;
- In order to send a personal invitation to the future winner, participants will need to provide their home address to BMW staff;
- 3 winners will be chosen randomly;
- Once the winners are announced, they will receive personalized photo cards as the free event invitation.
Social Media Posts:
Sponsored social posts will be placed on Facebook, Instagram and Twitter to drive people to BMW's landing page in order to request a test drive. Colourful images representing the BMW M Series vehicles, paired with catchy headline will be used to effectively grab social media users’ attention. These social posts will drive users to BMW's landing page where they can learn more about the event as well as book a test drive.
Landing Page:
BMW's landing page drives web visitors from social media paid ads on Facebook, Instagram and Twitter. This landing page sets up a clear action for users to take, which is to Book a Test Drive at BMW Toronto, and makes it as easy as possible for them to take that action.
