BMW Group Co-Creation Lab


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The BMW Group has a long-standing history of successfully applying user-centric approaches in new product development. Lead users, for instance, have been involved to generate ideas for new media, innovators were invited to co-develop new services in a virtual innovation lab, and consumer insights in the field of sustainability were gained via netnography. However, despite the impressive results, most projects were independent of one another, e.g. as they were conducted by different teams within the organization and the identification of participants was done from scratch.

Driven by the intention to use synergies between single co-creation projects, the BMW Group Co-Creation Lab is launched in September 2010. The lab is a central platform for all co-creation activities throughout the value chain. It facilitates the establishment of long lasting relationships with a diversity of users, such as customers, innovators, brand evangelists, lead users and opinion leaders. The case study will show the advantages and challenges of a central co-creation platform along two initial projects.

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  • Interesting numbers re: users and ideas submitted. It’s not clear to me how the actual number of ’likes’ translates into anything really meaningful however. And the vast number of ideas does not mean that even 1 is actually valuable and actionable. I’ve seen and participated in open crowdsourced calls for ideas that generate over 10,000 submissions, but according to the experts on the screening panel, less than 200 are of any value and of those, dozens are very similar to one another. As mentioned in the presentation, the main challenge is indeed managing your community. But it’s also important not to confuse quantity ( size of community, number of likes, number of ideas, etc) with valuable insights.
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BMW Group Co-Creation Lab

  1. 1. INNOVATE 2010 INNOVATION DETONATION The BMW Group Co-Creation Lab Managing an Innovation Hub for a Panopticon of Users Dr. Gregor Jawecki (HYVE AG) Volker Bilgram (HYVE AG) Dr. Philipp Wiegandt (BMW Group) Barcelona, November 15th 2010
  2. 2. The changing role of consumers Facilitated by new communication and information technologies consumers become to co-creators of products and services.
  3. 3. The evolution of co-creation STAGE 1 PILOTING Adapted from A. Zynga NineSigma Europe, 2009 STAGE 2 STANDARD- IZATION STAGE 3 INTEGRATION − Usage of synergies between different projects − Towards holistic research programs − Standard tools and methods − Link to strategy − Emerging best practices − Pilot projects − Assessment of value for company − Learning to “be open”
  4. 4. Co-Creation initiatives along the innovation process Netnography “Sustainable energies“ Idea Contest “Tomorrow‘s urban mobility services“ Customer Innovation Lab “Telematics and driver assistance“ Lead User Project “BMW on the internet“ Input for new product development (ideas, concepts…) Creative individuals eager to collaborate Co-Creation initiatives along the innovation process
  5. 5. Management of different user groups Netnography “Sustainable energies“ Idea Contest “Tomorrow‘s urban mobility services“ CI Lab “Telematics and driver assistance“ Lead User “BMW on the internet“ » Different groups of individuals for different innovation tasks. » High efforts for identification and getting in touch with individuals. » Relationships to participants were mostly nourished only during projects.
  6. 6. Unsolved challenge How to use synergies between single co-creation projects with regard to participants?
  7. 7. Approach BMW Group Creation of a platform focused on establishing long-lasting ties to different user groups. What it SHOULD be: »A central hub for various projects. »A meeting place for different user groups. »Ongoing and openly accessible. »Focused on end-consumers. What it SHOULD NOT be: »A social media site.
  8. 8.
  9. 9. Overview BMW Group Co-Creation Lab Projects overview User overview
  10. 10. Recruitment via Facebook, press release and viral marketing » Impressive feedback after launch (e.g. 3.100 Facebook users stated “I like this” within first hours) » To date 1.800 registered users » 1.300 submitted ideas » Average duration on platform 10 minutes (projects not included)
  11. 11. DIVERSITY 20% <20 yrs., 45% 20 – 30 yrs., 35% 30+ yrs. 27% couples, 25% singles, 17% families 50% major city, 32% small town except…97% male Learning more about the co-creators MOTIVES 98% Attachment to the brand 65% interest in automotive technologies / developments 62% hope for idea realization 60% connect with BMW Group innovation team 41% get in touch with other car enthusiasts QUALIFICATIONS 39% have already built own product solution 9% have applied for patent 84% “my peers often ask me for advice” MOBILITY Average 1,5 cars per participant 54% owners of BMW Group vehicle 16% do not own a car 25% spend 2+ hrs in car / day
  12. 12. Benefits of the Co-Creation Lab » Information on upcoming projects. » Convenience (e.g. single sign on). » Appreciation as co-creators. » Possibility to suggest own topics. Benefits for co-creators Benefits for BMW Group » Bundling of co-creation expertise. » Enduring relationships with users. » Deep knowledge about co-creators. » Easier sourcing of participants. » External communication and co-creation roadmap. » Positive effects on integrated projects.
  13. 13. BMW Group Interior Idea Contest BMW Group Interior Idea Contest http://interior-ideacontest.bmwgroup- BMW Group Interior Idea Contest http://interior-ideacontest.bmwgroup-
  14. 14. Overview of participants 1.050 members 1.050 members
  15. 15. Submitted ideas
  16. 16. Summary and outlook » The BMW Group co-creation platform is a promising new instrument to permanently innovate with end-consumers. » Once the platform is growing and relationships are nourished over time its full potential may be reached. » The main challenge is how to manage a community of thousands of consumers. New governance and incentive models may be needed. » The intense consumer-company dialogue can also be used for embedded marketing and branding campaigns.