< 1> The Hire
BMW 1300 (Viewer)
( 1 ).
(Buzz Marketing Word of Mouth)
BMW The Hire
. 2003 5
BMWfilms.com (Matrix Reloaded)
The Hire BMW ,
Lee) , (Snatch) (Guy Ritchie) . (High-tech, Futuristic,
, & (Young and
BMW . 52
TV, , , ,
, , PR , (Corporate
. Screening), PR ,
(Fallon) CD ,
(A strategy of going from
a whisper to roar) .
. 3 (Multiple Touch Point)
< 2> DigitAll Matrix Campaign
( 2~3 ). .
(New & Big Idea) ( 4 ).
< 3> DigitAll Matrix Campaign
. , TV
(Jingle) , ,
Advertising Promotion Direct Marketing Public Relations Sponsorships
Packaging Personal Selling Licensing Specialties
3. Situation Analysis .
9. Set-up Evaluation Plan
(Learning Point) . .
4. Target Identification 10. Sell with Passion
5. Campaign Objective & Strategy Development
(Spider Chart) ( 6).
6. Planning .
(from Ground Zero)
7. Big Idea & Message with Target ,
8. Team Commitment .
< 6> (Spider Chart)
Advertising Packaging Promotion
Television Bursts on outer packaging front FSI/Promotional print
Print Copy on packaging back Promotionally tagged radio, TV
Radio Information inside of package On/Off premise activity
Role Build broadscale awareness Role Tie-breaker at shelf Role Motivate purchase behavior,
brand loyalty & retention
Public Relations Co-Marketing
Product placement on shows Core Idea / Concept In-store Sweepstake
Free press in magazines, radio, The basic premise of the Gift with purchase
TV, Newspapers program summarized in Role Extends programs at the
Role Generate incremental one or two sentences account/chain level
Experiential Marketing CRM Retail Activation
Events/Mobile marketing (Customer Relationship Marketing) Point of Sale materials displays,
Interactive Kiosks Direct Mail/Email on-shelf signage, floor graphics,
Role Immerse consumers in the Direct TV posters, danglers, table tents etc
brand, get them to interact Role Develop & strengthen 1 to 1 Role Drives awareness at shelf
with the brand, establish relationships with consumers, and volume
individual contact data capture & build loyalty
(Connection rather than
(Long-term Value), , , 3
(Lifetime Value) .