Automotive Industry
Industry: Email Alert RSS FeedNew ad plan for BMW X5; Carmaker seeks enthusiasts with blogs and Webcasts.(News)
Automotive News Europe, December, 2006
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Byline: Jesse Snyder
BMW will try some new tricks to spark interest in its second-generation X5.
A big portion of the premium SUV's campaign will use novel forms of communication. Internet blogs and Webcasts will supplement traditional ads for the X5, Tom Stepanchak, Munich-based innovations manager for BMW's marketing department, said in an interview at the SUV's press introduction here.
BMW declined to discuss its spending on new media, but said it is far less than what it will spend on traditional advertising.
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The non-traditional marketing includes podcast interviews ...
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