togglethis Creates Interactive Email Advertisement for BMW
7 February 2000
togglethis Creates Interactive Email Advertisement for BMW
- First Toggled Show Created in Toggle Player 2.0, the Enhanced Version of
Togglethis Technology -
NEW YORK, Feb. 7 -- togglethis, a leader in interactive
marketing, today announces the launch of a four-episode email advertising
campaign to introduce the BMW X5, the new BMW Sports Activity Vehicle. It is
the first toggled show to be created in toggle player 2.0, the enhanced
version of togglethis technology, giving the interactive advertisement a more
sophisticated look and feel with improved graphics and sound.
togglethis partnered with BMW's interactive agency, Duffy Design &
Interactive, to create the BMW X5 show with photorealistic images, so
consumers will see actual footage of the car on the road and close-up views of
its features. In addition, because the new toggle player 2.0 has viral
capabilities, toggle subscribers who have opted to receive these types of
marketing campaigns will automatically receive the show and be signed up for
the series. These users can also pass along the BMW email to friends, who can
enjoy the show without having to visit the Web site.
Consumers can sign up for the series at togglethis' Web site
(http://www.togglethis.com) and at the BMW-North America site
(http://www.bmwusa.com). Subscribers will receive a new episode through
mid-March.
Toggled shows are interactive programs delivered directly to consumers via
email. Since consumers opt-in for toggled shows, the distribution is highly
targeted, and allow clients to tailor their messages to the audience. Toggled
shows help marketers acquire new customers, define who these customers are,
and build and retain customer loyalty.
"The BMW interactive advertisement has a more complex feel to it that is
definitely a departure from our earlier work," said Michael Gale, CEO of
togglethis. "We wanted consumers to get the full experience of the vehicle
online and allow them to virtually 'kick the tires' of the car and in a sense,
test drive it."
The first episode of the series introduces the BMW X5 to consumers, who
will be able to select various colors for the vehicle, hear the purr of the
engine, see the tires rotate and open and shut all of the doors -- with the
click of their mouse. The following episodes will continue to highlight the
features of the X5, including its handling, driveability and safety features.
The X5 is like nothing else in the world: an utterly new category of motor
vehicle, a light duty truck with the SUV silhouette, but most emphatically,
not the typical SUV personality. The X5 4.4i is an all-new alternative for
buyers seeking quality, luxury and responsiveness in a rugged and versatile
all-wheel-drive vehicle.
"We wanted to introduce the X5 to consumers in a unique way that would
pique their interest and would integrate seamlessly into BMW's overall
marketing campaign," said Carol M. Burrows, Internet Communications Manager at
BMW of North America, Inc. "Working with togglethis allowed us to use
next-generation technology to showcase BMW's advanced technology such as
Dynamic Stability Control (DSC-X) and Hill Descent Control in a fun,
interactive environment."
About togglethis
togglethis, a leader in interactive marketing, provides the technology
necessary for media companies and advertisers to successfully attract consumer
attention, retain it, and turn it into action. toggled rich media
applications can be used for a variety of marketing purposes, including
email-based promotions, targeted and personalized advertising and e-commerce,
data collection and delivery, and entertaining interactive programming. As a
result media companies and advertisers create toggled marketing campaigns that
extend their brands to the Web, create strong relationships with consumers,
and generate revenues through advertising and sponsorship. Click-through rates
for toggled campaign consistently average 15 percent.
Companies that have partnered with togglethis include Lycos, Disney,
Warner Bros. Online, Intel, New Line Cinemas, Virgin and AT&T. toggled
marketing campaigns are available at http://www.togglethis.com as well as their
partners' Web sites.
About Duffy Design & Interactive
Duffy Design and Interactive is the design division of Fallon McElligott.
Duffy's award-winning branding assignments run the gamut from corporate
identity and logo work, to product and package design and new media. Their
clients have included, among others, BMW of North America, Inc., The Coca-Cola
Company, EDS, Hart Ski, Kellogg Company, McDonald's Corporation, Navistar,
Nikon, Nordstrom, QUALCOMM, Rainforest Cafe, Ralston Purina and the 1999
Women's World Cup, PMSC, and FAO Schwarz.