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Automotive Intelligence News

News of  February 8, 2000
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togglethis Creates Interactive Email Advertisement for BMW

First Toggled Show Created in Toggle Player 2.0, the Enhanced Version of Togglethis Technology
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NEW YORK - togglethis, a leader in interactive marketing, announces the launch of a four-episode email advertising campaign to introduce the BMW X5, the new BMW Sports Activity Vehicle. It is the first toggled show to be created in toggle player 2.0, the enhanced version of togglethis technology, giving the interactive advertisement a more sophisticated look and feel with improved graphics and sound.

BMW X5

BMW X5

Photo: BMW

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togglethis partnered with BMW's interactive agency, Duffy Design & Interactive, to create the BMW X5 show with photorealistic images, so consumers will see actual footage of the car on the road and close-up views of its features. In addition, because the new toggle player 2.0 has viral capabilities, toggle subscribers who have opted to receive these types of marketing campaigns will automatically receive the show and be signed up for the series. These users can also pass along the BMW email to friends, who can enjoy the show without having to visit the Web site.

Toggled shows are interactive programs delivered directly to consumers via email. Since consumers opt-in for toggled shows, the distribution is highly targeted, and allow clients to tailor their messages to the audience. Toggled shows help marketers acquire new customers, define who these customers are, and build and retain customer loyalty.

"The BMW interactive advertisement has a more complex feel to it that is definitely a departure from our earlier work," said Michael Gale, CEO of togglethis. "We wanted consumers to get the full experience of the vehicle online and allow them to virtually 'kick the tires' of the car and in a sense, test drive it."

The first episode of the series introduces the BMW X5 to consumers, who will be able to select various colors for the vehicle, hear the purr of the engine, see the tires rotate and open and shut all of the doors -- with the click of their mouse. The following episodes will continue to highlight the features of the X5, including its handling, driveability and safety features.

The X5 is like nothing else in the world: an utterly new category of motor vehicle, a light duty truck with the SUV silhouette, but most emphatically, not the typical SUV personality. The X5 4.4i is an all-new alternative for buyers seeking quality, luxury and responsiveness in a rugged and versatile all-wheel-drive vehicle.

"We wanted to introduce the X5 to consumers in a unique way that would pique their interest and would integrate seamlessly into BMW's overall marketing campaign," said Carol M. Burrows, Internet Communications Manager at BMW of North America, Inc. "Working with togglethis allowed us to use next-generation technology to showcase BMW's advanced technology such as Dynamic Stability Control (DSC-X) and Hill Descent Control in a fun, interactive environment."

(Feb. 7, 2000)

 

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