BMW Financial Services wanted to interact with drivers more often than just at the beginning and end of their auto loan or lease. Pulling sounds from a real BMW 3 Series “driving machine,” BMWFS created a website that lets visitors design and download from a library of ringtones, even giving drivers the option to design their own.
The site designer from Partners + Napier describes it as, “… truly deliver(ing) a positive brand experience – every time your phone rings.”
How do drivers find these ringtones? In addition to buzz in BMW forums and social media, the ringtones are delivered to each BMWFS account holder on his or her birthday, far different any crummy canned message or expected discount you might get from other brands on your birthday.
Take a listen to the ringtones here.
Why its hot?
1) Surprise and delight meets long-term usefulness: BMW drivers know the brand for sending surprise and delight swag, but this one also delivers value. Unlike a hand-drawn image of your car series or a discount for your birthday, this is one drivers will likely use for awhile, keeping the brand top-of-mind without being intrusive.
2) Insight: The brand knows its customer (they call them drivers) well. BMW drivers love the sounds of their car (or even the car they aspire to have). BMW knows this and acted on it.