BMW e-nthusiast Website
Background:
BMW e-nthusiast is an e-newsletter which supplements the BMW Magazine as a communication tool throughout a customer's vehicle ownership. BMW e-nthusiast consists of an email and website updated four times a year with the latest BMW news.
Brief:
BMW identified that different content would be relevant to customers depending on their point in the ownership life-cycle. Based on this vi was briefed to develop a solution that would communicate content to owners over a three-year period.
Implementation:
vi developed a system which automatically matches the content of the BMW e-nthusiast site to customers based on their particular point in the life-cycle. The system also generates the emails that direct customers to the site.
Outcomes:
BMW now has an electronic communications programme that cost effectively delivers highly relevant content on the BMW ownership experience to BMW customers throughout the first three years of their vehicle ownership.
