GSD&M issues press release on BMW Hologram – no mentions in media
April 28, 2008
The only mention of GSD&M’s BMW Hologram is via their press release.. as of now there are no other main stream media discussion, no press at all.
Hopefully this won’t flop or get them and their client, BMW sued like what happened to Southwest Airlines.. because putting these all over town is not going to be cheap… not by a long shot… and the target isn’t really the people looking at them.. it’s the hopeful PR campaign that will surround it, as of now.. there isn’t any PR surrounding it…
We hope it works for them…….
BMW of North America Banking on Dynamic Hologram of World’s First Sports
Activity Coupe to Reach Target Consumers in Financial CommunityWOODCLIFF LAKE, N.J., April 28 /PRNewswire/ — BMW of North America and
its advertising agency GSD&M Idea City are rolling out a 3-D virtual
vehicle tour to herald the arrival of the first-ever BMW X6. Going direct
to target consumers with a hologram of the vehicle, the world’s first
sports activity coupe will be featured in prominent buildings in New York
City’s financial district over a four-week period.Employing patented technology from Dutch advertising company viZoo, the
2008 BMW X6 will be projected in three dimensions, appearing as a hologram,
inside a ten-foot square, BMW-branded enclosure. Inside the
light-controlled space, an animation suggesting the vehicle’s unique
combination of coupe agility and sports activity vehicle versatility runs
on a loop.“Busy finance executives represent an important sampling of the target
consumers for the new BMW X6,” said Jack Pitney, Vice President, Marketing,
BMW of North America. “Since these prospective buyers rarely have time to
visit a dealer showroom, our virtual tour allows them to experience the
performance, agility and utility of the X6 by bringing the showroom to
them.”An interactive touch-screen inside the enclosure will allow people to
manipulate the vehicle hologram to view different angles, experience the
interior, explore the vehicle features, and get a sense of the generous
cargo space.“The BMW X6 doesn’t look like anything BMW has ever produced — you
have to see it to believe it,” said Duff Stewart, President and COO of
GSD&M Idea City. “Our goal was to put this amazing vehicle in front of its
best prospects and stop them in their tracks.”The BMW X6 virtual tours will be open in each New York City location on
Monday through Friday during regular office hours, and will be staffed by
brand ambassadors during peak times. The building locations and dates are
as follows:— World Financial Center (225 Liberty St.) from April 21st – April 25th
— 245 Park Ave. from April 28th – May 2nd
— 1 Liberty Plaza from May 5th – May 9th
— 1 New York Plaza from May 12th – May 16thA media partnership has been forged with CNBC-TV to help further the
BMW X6′s reach among members of the financial and business community. On
the television news network, the new BMW X6 will drive across the top of
the screen as part of a reverse stock ticker — a first for any advertiser.
Additionally, BMW is the first automotive company to sponsor a taping of
CNBC-TV’s “Power Lunch,” on location recently at The Four Seasons
Restaurant in New York City, where real-life power lunches take place
everyday. The new BMW X6 was on display.On the West Coast, a media partnership with Variety will introduce the
BMW X6 to target consumers in the entertainment industry as part of the
latest installment of the “10 to Watch” series, “10 Innovators to Watch,”
in both print and online editions dated May 5th. To extend its partnership
with the leading entertainment industry trade, BMW will join Variety in
supporting the Consumer Electronics Association’s Digital Hollywood
Conference in Los Angeles from May 5th-8th. BMW will be the exclusive
automotive sponsor of the conference, will stage an X6 display in front of
the conference venue and, along with Variety, a Digital Hollywood media
partner, will host a “10 Innovators to Watch” panel discussion followed by
a cocktail party.Aggressively styled print ads telegraph the attitude of the new vehicle
with bold taglines like “Coupe’s evil twin” and “What is it? What isn’t it”
set in a heavy typeface. The ads will appear in April, May, and June issues
of national business/financial, lifestyle and automotive enthusiast
magazines, including: Forbes, The Economist, Conde Nast Portfolio, Robb
Report, The New Yorker, Cigar Aficionado, Automobile, and Road and Track.A national cable television spot, directed primarily at viewers of
business, news and sports networks, supplements the campaign. The 30-second
piece, entitled “Clay,” shows a lump of clay morphing between a variety of
vehicle shapes, evoking the BMW X6′s performance-based roots, until finally
landing on the distinctive form of the sports activity coupe. The clay
model is replaced by a Vermillion Red Metallic BMW X6, and a voiceover
says, “The coupe has been reshaped. The all-new BMW X6.” The spot will
appear on such national cable television networks as Bloomberg, MSNBC,
CNBC, CNN, Fox News, ESPN, NFL Draft on NFL Network, The Golf Channel, NBA
Playoffs on TNT, and the Speed Channel.Other highlights of the comprehensive ad campaign for the 2008 BMW X6
include:— Spots on the Captivate Network, which delivers news, entertainment, and
advertising to digital screens in the elevators of premier office
towers in North America’s top 23 markets.
— A specially designed BMW X6 web site for Apple iPhone users, and the
ability to drive information direct to other “smart phone” devices in
response to a text message inquiry from the user.
— A prominent banner ad on the Bloomberg Terminals relied on by members
of the financial community for real-time and historical stock
information.
— A BMW sponsorship of Morningstar.com’s premium subscription content
that will make it available to users free of charge from April
29th – June 7th, and will feature an animated BMW X6 that will drive
across the screen when users submit stock information inquiries.
— An online presence through financial page takeovers of business and
financial web sites like LinkedIn.com, Forbes.com, TheStreet.com, and
Morningstar.com. Also, online creative will appear in Variety.com and
select in-market automotive web sites.
— Airport billboards that proclaim “After you land, fly” and “The goose
bumps begin at deplaning” are slated to appear in 15 airports covering
10 domestic markets.A virtual design studio tour on the BMW web site will allow visitors an
inside look at the design and development of the BMW X6. Modeled on the BMW
design studio in Munich where the world’s first sports activity coupe was
conceived, the interactive piece will be available at:http://www.bmwusa.com/Standard/Content/AllBMWs/FutureVehicles/X6/X6TeaserEx
plo re.aspx#studio (Due to the length of this URL, it may be necessary to
copy and paste this hyperlink into your Internet browser’s URL address
field. Remove the space if one exists.)BMW Group in America
BMW of North America, LLC has been present in the United States since
1975. Rolls-Royce Motor Cars NA, LLC began distributing vehicles in 2003.
The BMW Group in the United States has grown to include marketing, sales,
and financial service organizations for the BMW brand, the MINI brand, and
the Rolls-Royce brand of Motor Cars; DesignworksUSA, an industrial design
firm in California; a technology office in Silicon Valley and various other
operations throughout the country. BMW Manufacturing Co., LLC in South
Carolina is part of BMW Group’s global manufacturing network and is the
exclusive manufacturing plant for all Z4 models and X5 Sports Activity
Vehicles and the upcoming X6 Sports Activity Coupe. The BMW Group sales
organization is represented in the U.S. through networks of 338 BMW
passenger car centers, 335 BMW Sports Activity Vehicle centers, 142 BMW
motorcycle retailers, 82 MINI passenger car dealers, and 30 Rolls-Royce
Motor Car dealers. BMW (US) Holding Corp., the BMW Group’s sales
headquarters for North, Central and South America, is located in Woodcliff
Lake, New Jersey.Information about BMW Group products is available to consumers via the
Internet at:http://www.bmwgroupna.com
http://www.bmwusa.com
http://www.bmwmotorradusa.com
http://www.miniusa.com
http://www.rolls-roycemotorcars.com
Journalist note: Information about the BMW Group and its products is
available to journalists online at the BMW Group PressClub at the following
address: http://www.press.bmwgroup.com. Broadcast quality video footage is
available via The NewsMarket at http://www.thenewsmarket.com.About GSD&M Idea City
Through 36 years of helping grow some of the world’s most successful
brands, GSD&M Idea City has become a leading national marketing
communications and advertising company using the power of Purpose-based
Branding and Dynamic Collaboration to create a destination for visionary
ideas that make a difference for our people, our clients, our country and
the world. For more information, go to http://www.IdeaCity.com. GSD&M Idea City is
part of Omnicom Group, Inc. (NYSE: OMC)
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[...] GSD&M issues press release on BMW Hologram – no mentions in media The only mention of GSD&M’s BMW Hologram is via their press release.. as of now there are no other main stream media discussion, no press at all. Schade! (tags: bmw marketing nontraditional) [...]