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)