BMW Z3

Launch

Paige Albers
Nicole Anderson
Stephanie Heaton
Stephen Luongo
Meghann Swiderek
SM 446
10/26/09

Z3 Appearance in GoldenEye
GoldenEye Clip from YouTube

Z3 Appearance in GoldenEye
GoldenEye Clip from YouTube

Brand Infatuation Model

Visibility/Exposure

Buzz/Word of Mouth
Missionary
advocacy for
the brand

Excitement

Infatuation

Sales/Purchase

Brand Infatuation Model: Z3

Z3 in GoldenEye

Movie Release
Missionary
advocacy for
the brand

Excitement

All secondary NT events

Public Unveiling

Visibility/Exposure
Current trends at the time
Heavy emphasis on traditional marketing
Increased clutter

BMW created visibility by being on the cutting

edge
Sameness is suicide, so BMW utilized NT marketing to
breakthrough clutter
Internet was a new phenomenon
Entertainment and sport just starting to merge
Grassroots marketing emerging

Buzz/Word-of-Mouth
Word-of-Mouth Cycle
GoldenEye sneak peak created excitement and desire
for more
Increased infatuation led to water cooler talk, which
created advocacy for the brand through missionaries

Infatuation
After buzz is created, secondary marketing events
keep infatuation levels high
Message reinforced by reaching consumers in many
different media and different voices, like a choir
Increased consumer interaction with Z3 and the
campaign via Build your own Roadster
Buzz/Word of Mouth
Movie Release
Excitement

Missionary
advocacy for
the brand

Infatuation
All secondary NT events

Sales/Purchase
Desired result of all marketing campaigns is to sell
the product/service
BMW projected 5,000 pre-orders
By December 1995 9,000 pre-orders were placed

Using the Z3 Launch as a Model

Create a timeline for product launch

Primary
Product
Teaser

Secondary
NT Marketing
Events

Product
Launch

Success of Z3 Launch
Components of Z3 NT program
Nieman Marcus Christmas
Catalog
BMW website
Press Launch in Central Park
Jay Leno Tonight Show
Radio DJ Program
Go: An American Road Story
Video

Success of Z3 Launch
Two ways to measure success of non-traditional
marketing
Qualitative
Determines if consumers adopted desired feelings and
beliefs about brand

Quantitative
Determines how many consumers were reached by
marketing

Success of Z3 Launch: Qualitative

Methods to determine success of Z3 marketing
based on consumer attitudes
Focus groups (before and after launch)
Free associations
In-depth interviews

Test for brand awareness, recall and recognition

See if buzz was actually created

Success of Z3 Launch: Quantitative

Measure number of consumers reached by Z3
marketing
Tally number of hits to website
Utilize Nielsen ratings for Jay Leno's Tonight Show
episode containing product appearance
Count number of inquiries about Bond Edition Roadster
in the Neiman Marcus Christmas Catalog

Test for consumer interaction with non-traditional

marketing

Non-Traditional Model for Sports-Related

Marketing
Typical NT sports-related programs should
include:

Online, interactive websites

Social media outreach
Experiential on-site marketing
Celebrity endorsements
Creative contests and sweepstakes
Sampling and product trials

Brand Infatuation Model: Under Armour

Television Ad: Protect this House

Buzz Created
Missionary
advocacy for
the brand

Excitement

Pop Culture Status

Purchase of Under Armour Apparel

Non-Traditional Model for Sports-Related

Marketing
Examples of NT Sports-Related Marketing
Experiential On-Site Marketing: Callaway
Swing simulator for new golf clubs at PGA Tour events

Celebrity Endorsement & Online Outreach: AT&T

Sponsorship of USA Gymnastics
2008 Olympic Champion Nastia Liukin hosts online video
series at AT&T website

Non-Traditional Model for Sports-Related

Marketing
Example of NT Sports-Related Marketing
Oliver Kahn and Adidas, World Cup, Germany 2006

Non-Traditional Model for Sports-Related

Marketing
Example of NT Sports-Related Marketing
New Bauer X:60 Stick Launch

Movie Product Placement

Advantages
Easy exposure
Mutually beneficial
relationship
Increase sales
Reach large
demographic
Product can be
connected with a
person or story, which
allows for a better
chance for product to
be purchased

Disadvantages
Could be seen as
selling out
Brand can pigeonhole
themselves with a film
In sport, a brand is tied
to a team; scandal
spills over to brand

Possible Phase II Strategies

Tom Cruise
Popular, well-known actor
Established, credible

Sex Appeal
Plays suave, debonair characters

Already successful with product

endorsement/placement
Risky Business and Ray-Ban, 1987

Possible Phase II Strategies

Most importantly, Tom Cruise
Is featured in movies that fit with Z3 Image
Mission: Impossible set to release 1Q, 1996
Jerry Maguire release set for December 1996
Cruises characters live high-class, fast lifestyle like that of
James Bond

Has a celebrity image reinforced by the characters he

portrays

Possible Phase II Strategies

Deal with Tom Cruise could include:
Promotional tie-ins with both movies
Continued use of NT, as well as Traditional advertising
methods

Use of car at sponsored events

Appearances at premieres, award shows, etc. in car

This deal would not include movie placement

Likely to create confusion and clutter

Possible Phase II Strategies

Leveraging Secondary Brand Associations
Associate Z3 with James Bond, followed by Tom Cruise
and Jerry Maguire
Z3 associated with style, class, and sex

Using image and meaning-transfer

Attractiveness and Identification principles
Also satisfies Likeability and Familiarity

Positive target audience receptivity

Tom Cruise was not a controversial figure at this time