BMW M is launching a new website: BMW-M.com is now the online home of the BMW sub-brand. The website, according to the press release, will provide "exciting brand and product content with fascinating insights into development and technology, as well as an exclusive community for all drivers of BMW M and BMW M Performance automobiles." The launch of the new website will be accompanied by a major digital campaign.
“The new BMW-M.com is our central international contact point for the BMW M brand. We are addressing a broad audience, ranging from potential customers to fans to owners of M vehicles,” explains Peter Quintus, Vice President Sales and Marketing BMW M GmbH. “In this way, we will be able to reach a large, international target group and continue the growth trajectory of BMW M GmbH.”
The new BMW-M.com not only serves as the gateway to the world of BMW M, but also as a platform for uniting M drivers around the globe. From summer 2017, all owners of a BMW M or BMW M Performance automobile will be able to access an exclusive community area by entering their vehicle number. Here, they can create a profile, park their M vehicles in the virtual garage and communicate with other M fans in the forum or via chat. All members also have the opportunity to participate in exclusive dialogue formats with BMW M GmbH experts.
The launch of the new BMW-M.com will be accompanied by a far-reaching online campaign: https://www.bmw-m.com/TOO-MUCH
“The idea of the campaign is quite pure. M cars are polarising – BMW M is non-conformist, unconventional and always has its own style. For some people this may seem ‘irrational’, but it is precisely this passion that makes the BMW M brand so inimitable and unique to its fans,” according to Dominique Gargiulo, head of Marketing Communications BMW M, BMW Individual, MotoGP.
The new BMW-M.com presents itself as a future meeting place for like-minded people. The slogan “The all-new BMW-M.com. Where too much is just right.” fits this approach perfectly.
The campaign will initially get underway with a series of online films. From a father teasing his son, a likeable wedding guest running a little late or a BMW M4 GTS with a built-in roll cage that makes it less than ideal for a mother-in-law’s taxi-ride, the films provide a playful insight into the character of BMW M.
From early June, fans will be able to share their own pictures with various “M statements” via social networks. The campaign will achieve additional distribution via #BMWM in this way.
“With our BMW-M.com online communications, we are showing how creative storytelling with humorous content can attract people from social networks,” explains Lothar Schupet, head of Sales Management, Marketing and Exclusive Customer Care BMW M GmbH. “The new BMW-M.com and our fresh, young campaign form the ideal basis for us to reach out to new target groups and help BMW M continue to grow.”
