Luxury automaker BMW launched a campaign promoting its first X6 Sports Activity Coupe, using mobile as part of a multichannel effort to build a relationship with consumers.
The campaign is running nationwide on television, print and radio, driving people to a mobile WAP site created especially for the new car. The mobile aspect of the campaign is powered by mobile marketing company Waterfall Mobile, asking consumers to text a keyword to the 67463 short code.
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