December 16, 2011
German automaker BMW’s Financial Services group is encouraging its customers to go green and register for email alerts and online statements with the chance to win various experiential prizes including two tickets to the 2012 Olympics in London.
The grand prize for the Go Green contest is two tickets to the 2012 London Olympics, roundtrip airfare and a BMW experience at the games. The campaign will leverage BMW’s current services and its official Olympics 2012 sponsorship status to increase its My BMW fan base and gain additional customer information.
“We want to highlight our self-service capabilities and to encourage our customers to discover the functionality we offer within My BMW on bmwusa.com,” said Steve Swecker, general manager for sales operations of BMW Group Financial Services, New York.
“Tying the promotion with our Olympic sponsorship was a natural fit,” he said.
Going the distance
There are a few different ways to enter the BMW Financial Services contest.
A BMW customer will be entered if they sign into their My BMW account at least one time during the three-month period.
Additionally, an online bill payment will result in a contest entry.
BMW financial services customers will also be signed up for paperless statements. For those who already have paperless statements, an entry in their name will be placed automatically.
The maximum number of entries per financial services customer is six.
The financial services group will also be rewarding randomly selected entries with additional prizes such as a trip for two to attend the BMW performance driving school in South Carolina and merchandise from the BMW lifestyle collection.
The sweepstakes is open until March 31, 2012.
Friends and benefits
BMW Financial Services is spreading the world of the contest through digital means.
The sweepstakes has taken over the BMW Financial Services U.S. website, found at http://www.bmwusa.com/fs, using the catchprase, “Put yourself in the competition.”
The campaign image features a man’s leg in a track start and cars behind the competitors with London's famed Big Ben clock in the background.
BMW has not yet mentioned the Go Green campaign on its Financial Services tab on Facebook, though this can be expected as the platform has played a large role in group’s advertising.
For example, the group relied heavily on its Facebook page to market its college grad program, which gave special financing options to recent graduates (see story).
The group also used the social outlet when it released its “that’s just not natural” campaign earlier this summer.
The viral video campaign was meant to showcase the value of BMW-quality service and products through a series of funny, morphed-together animals that were released on the BMW USA Facebook page.
Indeed, the Financial Services tab is a relatively new feature on the BMW Facebook page having been instated this past summer. It was the first time that financial services for any automaker was available on Facebook (see story).
This new initiative from BMW Financial Services is a triple win for the brand in the sense that it is providing added value to its customers, gaining customer information that can be used in the future and appearing environmentally-conscious.
The group is also highlighting the benefits that come from being a respected and trusted luxury brand.
“Today it is standard practice for a financial institution to provide online self-service tools,” Mr. Swecker said.
“However, not everyone has the unique ability to leverage an Olympic partnership to create excitement amongst its customer base and send someone to London to cheer on Team USA," he said.
Kayla Hutzler, editorial assistant on Luxury Daily, New York