BMW targets technology lovers with campaign for all-electric car

BMW has launched a mobile and tablet campaign promoting the new all-electric BMW i3 to “early adopters of technology”.

The campaign, created by Big M and BMW’s media agency Vizeum, includes the “new accelerometer 360-degree virtual tour” which allows users to take a 360-degree virtual tour of demo models.

Consumers are also able to track down the demo cars, which are parked at various locations across Sydney and Melbourne, using their mobile phones.

Graham Christie, group commercial director and partner at Big Mobile said: “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.”