Is an experience complete if you haven’t tweeted about it? Not according to many millennials. Smart brands like BMW have caught on to this and are using it to their advantage. Their recent #BMWi3ontour campaign and innovative i Mobility Services tap into the 20- and 30-something desire for community and mobility, both on- and offline.
Brand storytelling by customers
What a great way to reach your demographic: give them the product, then provide the digital platform to share their experience with the world. I don’t know of a more effective strategy to get your message out; if you want to get millennials on board, this is the way to do it. Well, BMW has done it with their #BMWI3onTour campaign.
It was simple: allow people to be the first to test drive a vehicle that isn’t available on the market yet, then get that hashtag ball rolling. When I got my opportunity, the novelty of being first was pretty big.
I’ll admit, I couldn’t wipe the smirk off my face when I got to take the i3 for a spin. Then being able to brag to my friends online while engaging with a top brand like BMW was even better.
Innovative Support
I’ve never heard of a car company promoting urban mobility with and without cars. Yes, without cars. This is a car manufacturer thinking more like a transportation company-one with capital to invest in worthwhile initiatives.
By backing ventures that are enhancing urban mobility and developing infrastructure, BMW is not only creating a cozy habitat for their own electric cars, they are also building relationships and communities with the people who are going to move the industry forward. It’s smart thinking like this that will have the biggest impact.
As electric vehicle technology and charging stations become more prolific, industry leaders like BMW are helping to pave the way. A forward-thinking brand like BMW can change how we get from A to B, and with BMW i Ventures, getting around is going to be that much easier.
The Takeaway
Infrastructure is key in the adoption of electric vehicles. We have high expectations when it comes to transportation and they’re equally high when we’re at a charging station.
BMW is right, electric vehicles will only be apart of our future if charging becomes as simple as refueling your car.
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Tyson Jerry
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- Brand Story We Love: Mobile Millennials - April 18, 2014