BMW North America
2017 | BMWi - Road to Coachella
Role: Professional Services Manager
Duties:
- Planning, building and executing onsite application and triggered email communications
- Creating and editing all digital assets used within onsite application and
triggered email communications - Data monitoring
Challenge:
BMW North America teamed up with Coachella Music Festival in California to create a presence for the new line of electric cars in the BMWi series. They had been using the traditional pen and paper route of capturing consumer data at activations and were searching for a digital solution. As this was a last minute activation scheduled a few weeks prior to the start of the festival, BMW had little to no assets to provide or a vision for the type of data they wanted to capture in order to create a great consumer experience. Their main objective was that the app needed to be clean and simple to use to collect leads, and to visually unite the BMW and Coachella brands while maintaining brand standards. This app was to be stationed in a kiosk/wheel stand and used onsite by Customer Service Representatives who were interacting and engaging with festival goers.
Solution:
As the Professional Services Manager at Limelight Platform, I worked with a single team member from Customer Success to put together a strategy and design for the onsite app. Using the vibrant Coachella branding and sleek, clean BMW influence, we put together a fresh and colourful data collection app with a branded photo capture feature. BMWi gained a fully automated digital solution which captured entries and personalized triggered email communication. BMW was able to visualize actionable consumer insights and automated the process of sending personal and relevant messaging to hyper-target their audience. Results were measured and optimized in real-time to ensure the best results and strategies for lead collection.
It was definitely a thrill having my design as the facing product of BMW North America at Coachella, one of the biggest music festivals in the world.
*All content and creative are property of respective brands, with permission from Limelight Platform, 2018.