BMW Upgrades Site To Web/TV Platform


BMW has jettisoned a pair of corporate Web sites and replaced them with one Web-TV platform. The new site,, replaces a German-only BMW TV Web site and a separate international Web TV site.

The platform, which focuses on motoring, innovation, lifestyle and sports, is intended -- in its various iterations -- as destinations for international bloggers and customers.

Over the course of the next few months, BMW will launch versions of the new English-language site in 12 other languages. The video content includes a feature about stunt motorcyclist Chris Pfeiffer's wild ride around and through BMW's global headquarters in Stuttgart, a piece on how the German bobsledding team tests its sleds in BMW's wind tunnels, and "BMW Routes," an application downloadable to Bimmer cars that directs drivers to various European destinations.



Per BMW, the site allows content to be uploaded to a video library from any country. It will also have high-definition videos with embedded hotspots that can launch superimposed information or video windows. That feature will be on things like a "car configurator" program, where one can research and personalize a vehicle.

Sarah Ripmaster, VP automotive sales at Web-media and marketing firm PointRoll, says embedded hotspots keep consumers engaged and companies informed. "All of that is measurable, and you can get deep insight and learning into what user segments are interested in what part of an ad. So I can make a statement at the end saying this ad has five hotspots and 40% of users were interested in looking at the interior of the car."

The firm's new report on Web-based automotive marketing says click-through in rich media ads is 37.8% higher than in Flash ads and 914.7% higher than in static banner ads.

BMW says the site and its offspring were developed by Cologne, Germany-based agencies Denkwerk and Sevenload GmbH.

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