BMW-M.com: The new home of the most powerful letter in the world.

Munich. BMW M is launching the new BMW-M.com as the online home of the
dynamic BMW sub-brand. The website will provide exciting brand and
product content with fascinating insights into development and
technology, as well as an exclusive community for all drivers of BMW M
and BMW M Performance automobiles. The launch of the new website will
be accompanied by a major digital campaign.

“The new BMW-M.com is our central
international contact point for the BMW M brand. We are addressing a
broad audience, ranging from potential customers to fans to owners of
M vehicles,” explains Peter Quintus, Vice President Sales and
Marketing BMW M GmbH. “In this way, we will be able to reach a large,
international target group and continue the growth trajectory of BMW M GmbH.”

 

Extraordinary content and emotional products.

The website follows a clear, intuitively logical structure: The BMW M
Magazine provides an exciting glimpse into the world of BMW M, while
one-pagers introduce the BMW M models, BMW Individual and BMW Driving
Experience events. The exclusive M Community area offers additional
content and functions for M drivers.

The new website uses a modern layout with large-format images and
clearly-structured content tiles. The responsive design has been
optimised to reflect the increasing use of mobile devices for media viewing.

The BMW M Magazine publishes several new articles per week, with
exciting content and information relating to BMW M. It starts out with
40 articles for the launch of the new BMW-M.com. A wide range of different
topics are covered, from vehicle design highlights to interactive
video tutorials on product features to exclusive interviews and
responses directly from BMW M GmbH development.

The BMW M models themselves are described in detail on their
respective one-pager. Technical tiles provide information on
performance, technology and product features. Elaborate 3D renderings
allow the BMW M engines to be inspected from all angles. The
obligatory sound check with original audio recordings of engine sounds
and five plus-points for each model round off the emotional positioning.

The new BMW-M.com not only serves
as the gateway to the world of BMW M, but also as a platform for
uniting M drivers around the globe. From summer 2017, all owners of a
BMW M or BMW M Performance automobile will be able to access an
exclusive community area by entering their vehicle number. Here, they
can create a profile, park their M vehicles in the virtual garage and
communicate with other M fans in the forum or via chat. All members
also have the opportunity to participate in exclusive dialogue formats
with BMW M GmbH experts.

 

BMW-M.com. “Where too much is just right”.

The launch of the new BMW-M.com
will be accompanied by a far-reaching online campaign: https://www.bmw-m.com/TOO-MUCH

“The idea of the campaign is quite pure. M cars are polarising – BMW
M is non-conformist, unconventional and always has its own style. For
some people this may seem ‘irrational’, but it is precisely this
passion that makes the BMW M brand so inimitable and unique to its
fans,” according to Dominique Gargiulo, head of Marketing
Communications BMW M, BMW Individual, MotoGP.

The new BMW-M.com presents itself
as a future meeting place for like-minded people. The slogan “The
all-new BMW-M.com. Where too much is just right.” fits this approach perfectly.

The campaign will initially get underway with a series of online
films. From a father teasing his son, a likeable wedding guest running
a little late or a BMW M4 GTS with a built-in roll cage that makes it
less than ideal for a mother-in-law’s taxi-ride, the films provide a
playful insight into the character of BMW M. https://youtu.be/57H0c0JW0tM

In addition to original storytelling, BMW M is relying on the organic
reach of its fans. The central element here are the M statements.
These are visuals with a large centrally-positioned line of text, such
as “[too loud]”. The text takes a comment about M automobiles and
turns it into a compliment. What is too loud for some is precisely
what appeals to BMW M fans. The campaign employs many variations on
this theme for its social media communications. Further examples
include “[too complicated]”, “[too powerful]” and “[too low]”. https://youtu.be/dyPzwLll5No

From early June, fans will be able to share their own pictures with
various “M statements” via social networks. The campaign will achieve
additional distribution via #BMWM in this way.

“With our BMW-M.com online
communications, we are showing how creative storytelling with humorous
content can attract people from social networks,” explains Lothar
Schupet, head of Sales Management, Marketing and Exclusive Customer
Care BMW M GmbH. “The new BMW-M.com and our fresh, young
campaign form the ideal basis for us to reach out to new target groups
and help BMW M continue to grow.”

 

The digital communications offensive is another key element in the
profitable growth course of the BMW M sub-brand. With a broad product
portfolio from BMW M2 to BMW M6 and BMW M140i to BMW M760Li xDrive, as
well as exclusive special models, sales of M and M Performance models
have more than tripled over the past ten years. The BMW Group is
therefore very successful in the high-margin high-performance segment.

 

Participating agencies:

Content – Jung von Matt / Next Alster, Hamburg

Online – Hi-ReS, Berlin

Social media – Torben, Lucie und die gelbe Gefahr (TLGG), Berlin

Production – BigFish Filmproduktion, Berlin

 

 

If you have any questions, please contact:

 

BMW Group Corporate Communications

 

Bernhard Ederer, Business and Finance Communications, Press
spokesperson BMW Group Marketing and BMW Group Sales Germany


Bernhard.Ederer@bmwgroup.com
,
Telephone: +49-89-382-28556, Fax: +49-89-382-24418

 

Media website:
www.press.bmw.de

Email:
presse@bmw.de

 

 

The BMW Group

With its three brands BMW, MINI and Rolls-Royce, the BMW Group is the
world’s leading premium manufacturer of automobiles and motorcycles
and also provides premium financial and mobility services. As a global
company, the BMW Group operates 31 production and assembly facilities
in 14 countries and has a global sales network in more than 140 countries.

In 2016, the BMW Group sold approximately 2.367 million cars and
145,000 motorcycles worldwide. The profit before tax was approximately
€ 9.67 billion on revenues amounting to € 94.16 billion. As of 31
December 2016, the BMW Group had a workforce of 124,729 employees.

The success of the BMW Group has always been based on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy.

 

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