BMW Mini and Music vision: control four-screen linkage integrated marketing

BMW Mini, the world's most personalized car brand, launched a brand new slogan "Not Normal" in 2013. BMW Mini's trans-boundary concept SUV model "MINI paceman" also officially landed in the Chinese market. In order to promote the sport-filled SUV model, BMW Mini and China's first long video web site to jointly plan a four-screen linkage integrated marketing case. BMW Mini for the promotion of paceman, filming the "Paceman Urban micro-travel" documentary short film, invited Beijing writer Fengtang, Shanghai "Waitan Pictorial" editor Lin man, Hangzhou "green Tea Restaurant" founder Lu Yan three and paceman temperament "step leader" to join, Driving paceman in their respective cities to start a story-filled micro-travel. BMW Mini with this documentary as the dissemination of the soul, hope to use the creative media and communication methods, facing the city with the spirit of exploration and adventure, to discover and savor the beauty of life of high-quality people to carry out brand education. The TV Super TV turned out to be a reality for all the BMW mini ideas. Innovation, style, motivation, curiosity, positivity, enthusiasm, high profile, pull wind, opinion leader, quality life ... This is the mini audience tag. And the first users of TV Super TV, they have all the above characteristics. An ethnic group with the same label is undoubtedly the most valuable and precise target for advertisers. But the whole industry chain layout of the music view ecology, also lets the advertisement creativity in four screens the presentation way and the presentation way is extremely rich. BMW Mini custom video TV Super TV 1080P super-clean boot ads, while implanted in the "Paceman City Micro Travel" APP, and synchronized in the video network, phone and pad, such as mobile end of the cross screen advertising. With the help of "platform + content + Terminal + Application" ecological layout, four-screen linkage advertising precision delivery. Different terminals of various forms of advertising, in the exposure, interactivity, precision and user coverage to achieve complementarity, seamless coverage of the fragmentation of a large audience time, so that the brand and product information as much as possible access to mass exposure, but also for the mini paceman offline activities to provide a more valuable interactive platform. If you think the BMW Mini and the four-screen tour is just a display of multiple terminals, that's really out! Relying solely on the impact of the consumer-driven sales of the era has passed, marketing masters must know how to use emotion for the brand telling stories, so that the audience understand, love, identify with the brand and eventually produce purchase behavior. The mini cleverly relies on the Internet video media properties to hard to attract the attention of users, combined with the record short film "Paceman City Micro Travel", with the lens language to make the brand feeling moving heart. In order to achieve this target, le vision specially designed "urban micro-travel app", and joined to the TV Super TV application market. After the visual impact of the large screen ads, to bring more shock to the userShake the audio-visual experience, richer interactive design, stimulate and guide users to actively seek relevant information, so that the brand concept and content more vivid transmission, further narrowing the distance between the product and the audience. For BMW Mini and Le view, this cooperation has created a number of the world's first. The world's first real sense of the four-screen linkage marketing case, the world's first real sense across four-screen advertising, the world's first Super TV media platform for the use of the world's first Internet smart TV ads. BMW Mini and Le vision, with their own break free from low-brow thinking and action, clearly told the industry, new media can be so fun.