BMW MMS Ad Campaign Lands 30 Percent Conversion Rate

As MocoNews reports, BMW has been experimenting quite a bit with mobile ads—and it seems to have finally paid off. A recent cell phone ad campaign to push snow tires resulted in a 30 percent conversion rate, according to Marc Mielau, BMW’s Innovation Manager for Mobile Marketing.

Here’s how the campaign worked: “Basically, BMW sent an MMS to customers in its database with a photo of how their model car would look with the recommended snow tires. Customers also had the option to see how other tires would appear on their cars by clicking on a downloadable application. They were also given the option of calling their nearest dealer directly, or requesting a call back.”

The report said that Mielau believes the campaign was a success for three reasons: “that it had been tailored to each individual customer, that it had been localized to allows customers to find their nearest dealership, and that it had been timely,” since winter is fast approaching.

(Image credit: BMW)

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