The social web has shown us that it’s no longer just about content but rather also about how we struc-ture and place it. This was our guiding principle as our customer BMW asked us to design their online video selection for BMW TV. The goal was to display it well on a variety of devices and reach all of rele-vant target groups. But first we had to know where these target groups feel most at home online.
First, we’ve learned where the prospective clients spend their time on the Internet. We also learned where they retrieve their preferred content through an extensive target group analysis. This was the basis for our multi-platform content marketing strategy. We were able to select the correct platforms and the appropriate technologies and increase brand coverage efficiently.
Using this information, we designed attractive interfaces for all relevant platforms that implemented BMW's content perfectly and addressed the widest possible audience. Internet or web 2.0, mobile phones, smart TV, tablets, desktop computers, laptops or TV screens in the dealer showroom - our technical and creative solutions reflect the premium character of the BMW brand. This puts BMW at the forefront in content marketing.
A story can be helpful. But with the right multi-platform strategy, the full potential of storytelling can be realized. That way the stories can be told to the right people, at the right place, and in the right way.