BMW launches mobile and tablet campaign for the new all-electric BMW i3 via Big Mobile

BMW has launched an innovative rich media mobile and tablet campaign through Big Mobile for the introduction of the new all-electric BMW i3.

The responsive designed campaign includes the new accelerometer 360-degree virtual tour functionality across multiple devices and is a first for the automotive industry in Australia.

Users are able to take a 360-degree virtual tour of demo models, which are parked at various iconic locations across Sydney and Melbourne, as well as track down the BMW i3’s location using their mobile phones.

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The users are also able to visualize the BMW i3 through their smartphone or tablet changing the color and wheels to view their own personalised preferences.

Further functionality shows the BMW i3’s driving radius for each vehicles electric charge based on the user’s current location and the various comfort level options available.

Big Mobile lent specialist experience collaborating with BMW’s media agency Vizeum on the project.

The campaign, which is built around a future focused philosophy, is targeted at early adopters of technology, individuals who value flexibility, design and innovation and will appear across Big Mobile’s premium publisher network.

Says Graham Christie, group commercial director and partner at Big Mobile: “Mobile is playing an increasing role in the automotive purchase cycle, so it’s vital that brands create more immersive ways to speak with prospective buyers. This is our most comprehensive and innovative mobile campaign for the sector yet.”

Says Davor Vilusic, digital director at Vizuem: “With BMW bringing the future of mobility down under, we wanted to build a mobile-centric platform which offers a deeper level of brand & content engagement.  Working closely with Big Mobile we were able to co-create a multi-device campaign.”