WOODCLIFF LAKE, USA - BMW of North America Inc. is using a series of four interactive e-mails on togglethis.com to promote its new X5 sport-utility.
Duffy Design & Interactive, a unit of BMW agency of record Fallon McElligott, Minneapolis, handled the assignment. BMW is also promoting a $15,000 sweepstakes on the website, and offering X5 test drives.
Toggled shows are interactive programs delivered via e-mail. The first episode of the BMW series introduces the X5 to subscribers, who can select various colors, hear the purr of the engine, see the tires rotate and open and shut the doors - all at the click of a mouse. The following episodes will highlight handling, driveability and safety features. A new episode will be delivered through mid-March.
'We wanted to introduce the X5 to consumers in a unique way that would pique their interest and integrate seamlessly into BMW's overall marketing campaign,' said Carol Burrows, Internet communications manager at BMW of North America. 'Working with togglethis allowed us to showcase BMW's technology in a fun, interactive environment.'
Michael Gale, chief executive of togglethis, said: 'We wanted consumers to get the full experience of the X5 online and allow them to virtually 1/8kick the tires' of the car and, in a sense, test drive it.'