BMW MMS Campaign – 30% conversion rate!

One of my intents when I started this blog was to focus on the variety of campaigns in mobile from Bluetooth, to Mobile Codes, mobile web and now MMS. Another intent was also to focus on big brands in order to show the focus on the industry. This has also created somewhat of a challenge in finding something of interest and in the same time keeping it short. So, please bear with me when it comes to the frequency of updates.

Here is a great campaign from BMW that has gotten a lot of press. 

recently

BMW has taken mobile marketing to their harts and tried a range of different mobile campaigns, many times internally referred to as their own “Mobile Marketing Circle”. Their latest success story is a MMS campaign resulting in a 30% conversion rate.

The campaign was targeted at their own German database of customers marketing BMWs snow tires. The MMS that was sent was a picture of the consumer’s car with the recommended snow tires. In the MMS there was an ability to download an application that let consumers play around and see how their car would look with the respective tires. Consumers also had the option of calling their nearest car dealer or have them call back. The campaign gathered a 30% conversion rate to action overall and was a great success for BMW.

Someone asked me how mobile marketing could be used as direct mailing and I would say that using something as simple as MMS could create a great conversion rate when targeted to the right audience.