BMW put consumers in the driver’s seat with a program that used the Internet to entice them to test-drivethe BMW 528i.
The company attracted prospective customers (current BMW owners whose leases were expiring, owners of older BMW models, and competitive prospects in the segment) with a direct-mail campaign inviting them to sign up for one of the 825 spaces available in the annual Comparison Drive event, held in Toronto, Montreal, Calgary, and Vancouver.
The event gave consumers the “ultimate driving experience” with the BMW test drive, as well as the chance to try out competitive cars in the same class including the Mercedes E320, Lexus GS300, Acura 3.5L, and Audi A6. Acceleration, braking, and traction control tests were performed in a contained driving area, where participants could test each vehicle being displayed. BMW professional drivers conducted demonstrations comparing the Beamer with its rivals.
Direct mail recipients got their own personal security codes providing access to BMW’s Web site for registration and immediate confirmation. They were invited to sign up a guest as well. Registrants later received confirmation letters with directions to the event.
“Registrants felt like they were using smart, new, instant technology to do something they wanted. The process was a good reflection on the BMW brand,” said Rob Worling of Cundari, the Toronto-based agency that managed the program. The company included a toll-free number in the materials for those without Internet access.
The auto maker tracked consumer registrations and captured their names and addresses for future mailings using a password-protected administration site. The program “was a resounding success,” according to Worling. “Between 94 and 100 percent of the spaces were booked for the four events (807 people attended), and most attendees used the Internet to register. Intent to purchase a Five Series BMW doubled.”
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