Mobile Campaigns for Luxury Cars
When browsing the Web today, I came across a report of a mobile marketing campaign by a luxury auto brand—not unlike the mobile case study from BMW we published in our B2C newsletter today. Mobile Marketing Magazine covered the campaign well last year, and I want to pass along a few choice bits from their report.
Jaguar Cars created a WAP site in 2007 to promote its new luxury car, the Jaguar XF. The site included:
– Images of the car
– High- and low-res videos
– Downloadable wallpapers
– Jaguar dealer locator
– Email submission form to request a brochure
– Performance stats, innovation info
– Quotes from the press
The site was launched in November to coincide with the Los Angeles Motor show, and was promoted solely through mobile banner ads on sites such as MSN Mobile and Yahoo! Mobile. The ads generated:
– Over 15 million ad impressions
– Over 85,000 UVs to the WAP site
– About a .6% CTR
Results seen on the WAP site include:
– 12,000 video downloads
– 16,000 wallpaper downloads
– Users clicking beyond the homepage stayed for about 2 minutes, 12 seconds, on average
– 1.2% of users submitted their email address for a brochure
– 2.6% of users located their nearest dealer
BMW and Jaguar are not the only auto brands dabbling in the mobile space. A San Diego-based Cadillac dealership ran an SMS campaign in January, and Kia launched a mobile site last year to promote its car Soul. It looks as if high performance, luxury auto brands–brands consumers associate with cutting edge innovation–are delivering campaigns in one of the newest, fastest growing platforms.
