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BMW connects the silos with Internet Commercial
Franchise brands, take note of BMW's commercial.
If you read my column earlier today, you may have watched the Katie Couric/Bryant Gumbel reunion of confusion – first the Internet and then a BMW i3.
What you may have not noticed, is BMWs path to bridging the silos.
You see, unlike many brands, BMW spent a crap load of money on its Super Bowl ad and then connected the silos – an example of a brand executing the 1851 vision perfectly.
Couric and Gumbel discuss the Internet in the first part of the segment (a real clip). Within the segment, the TODAY Show’s email address, [email protected]) appears. Funny, right (especially since at that point there were no brands owning the domain after the @).
Well, funny indeed. But even more clever than you thought.
Look up that URL online and unlock the next part to the video (now the commercial has created a call-to action). Within that video, the secret is unveiled, where you can email it to unlock the next chamber. Upon emailing, you receive an automated response to another chamber. That chamber provides you with the opportunity to win a car.
Advertising to marketing to digital to PR to Social (you can certainly share your experience). Genius.
Well played BMW. Now, franchise brands, it’s your turn to take your ads and connect the dots.
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About the Author
Nick Powills
FollowNick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
