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BMW upgrades iPad magazine platform to promote history, new vehicles

October 26, 2010

BMW's new iPad application

German automaker BMW has launched a new iPad application for its branded magazine that promotes its history and vehicles via interactive rich-media content.

The application includes a number of improvements over the first BMW Magazine application, which was released in May, such as more visual content and heightened interactivy. The application is available for free in Apple’s App Store.

“It is important to consider the market, competitor activities and consumer needs when developing content that will last a brand around six months on a mobile application,” said Patrick Bouaziz, chief visionary officer at ILoveVelvet, New York.

“As more apps are released every day, especially within the luxury space, brands should continue to consider the most important element of their marketing campaigns — their customers,” he said.

“Mobile app content should not only include forward-thinking information and interactive features which will engage customers throughout a considerable amount of time, but should include exclusive content that cannot be found on any other part of the brand’s platform.”

Mr. Bouaziz is not affiliated with BMW and agreed to speak as a third-party expert. BMW did not respond by deadline.

BMW Magazine’s first iPad application incorporated a number of interactive elements, including buttons and article text that users could highlight and click on to launch videos, Web sites and maps inside the application (see story).

New and improved
BMW is using the new application to promote its X3 SUV and S 100 RR motorcycle, as well as the automaker’s advancement in the field of hybrid and electric cars.

Consumers can swipe horizontally to switch between articles and vertically to navigate within each article.

Also, consumers can double-tap on the screen to generate a table of contents on the left side of the page that includes information and thumbnail images for each article.

Each article now includes more images. In some cases, users can toggle between different artwork by pressing numbered buttons at the bottom of the frame.

The BMW Magazine iPad application

Other images will include a hand-shaped icon sandwiched between arrow signs, indicating that users can swipe left or right to find and view more images in the same frame.

Other images, denoted by an icon that reads “Spin It,” let users rotate graphics of BMW vehicles for 360-degree views.

The application also makes use of the iPad’s accelerometer technology at the beginning of an article about artist Jeff Koons.

When users shake the iPad while on the articles title page, all the letters and images on the page jump around, wildly knocking into one another until the user stops shaking.

Users can also launch videos by pressing on play-button icons on certain pages.

Video in the BMW Magazine app

Upgrade versus new app
Luxury automakers have increasingly been turning to the iPad’s large canvas to engage with tech-savvy consumers (see story).

BMW’s decision to release a second application, rather than upgrade the first has both benefits and drawbacks.

“For some luxury brands, releasing a new application, rather than updating a current one, can help when providing increased functionality,” Mr. Bouaziz said. “The big issue that brands can face with this approach is the cultivation of active users and ensuring that the previous app’s users will migrate to a newer platform.

“This goes back to the branding and functionality provided, as BMW customers and other luxury brand consumers are always looking for that one-to-one experience and brand exclusivity they receive in the bricks-and-mortar locations,” he said.

“Cutting-edge apps fit the more, better, different requirements that customers are constantly on the prowl for.”

Final Take
Peter Finocchiaro is editorial assistant on Luxury Daily, New York