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.

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. http://www.flickr.com/photos/virtualsugar/316200555/sizes/l/
The changing role of consumers
Facilitated by new communication
and information technologies
consumers become to co-creators
of products and services.

3. The evolution of co-creation
http://www.flickr.com/photos/virtualsugar/316200555/sizes/l/
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”

5. 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

6. 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.

7. Unsolved challenge
How to use synergies
between single
co-creation projects
with regard to
participants?

8. 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.

9. https://www.bmwgroup-cocreationlab.com/home

10. Overview BMW Group Co-Creation Lab
Projects overview User overview

11. 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)

12. 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

13. 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.

14. BMW Group Interior Idea Contest
BMW Group Interior Idea Contest
http://interior-ideacontest.bmwgroup-
cocreationlab.com/
BMW Group Interior Idea Contest
http://interior-ideacontest.bmwgroup-
cocreationlab.com/

15. Overview of participants
1.050 members
1.050 members

16. Submitted ideas

17. 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.