Updated: Aug 24, 2021
HOW BMW TRANSFORMED THEIR FACEBOOK AD CAMPAIGN INTO AN ENGAGING INTERACTIVE EXPERIENCE FOR THE NEW 2020 BMW 4 SERIES COUPÉ
Photo: Screen capture of BMW 4 Series interactive video.
Objective
The distinctive new BMW 4 Series 4 coupé is a car that provokes a sense of athletic confidence from every angle. The vehicle features a unique kidney grille, short overhangs, and frameless windows. In order to promote the latest head-turning 4 Series model, the team at BMW and Wavemaker UK sought to entice and capture top of the funnel UK consumers with a Facebook & Instagram campaign to match.
Execution
Video: BMW Series 4 interactive ad, Instagram user experience.
In order to deliver upon the campaign KPIs, Smartzer's interactive platform was used to build a custom BMW interactive video that could be launched directly from the Facebook and Instagram ad units. In order to transform the regular image and video assets into an interactive player Smartzer first built a custom video overlay to ensure a fully branded experience. The interactive player containing all the assets was then placed as a call-to-action URL within the Facebook ads manager on a range of different ad sets and campaigns. A smart media plan was orchestrated by the team at Wavemaker UK and the ads were run across the Facebook ad network, for audiences to discover and engage with. While interacting with the video, users were able to discover the range of different new features on the car and click-through to the BMW Series 4 landing page.
Results
Video engagement = over 33%
Video CTR = over 23%
60% of clicks generated from clicking on the video
Conclusion
Capturing the attention of users through the noise of Social media can often prove challenging, however, as many businesses are struggling to engage with consumers physically, boosting engagement online has become a must. The new BMW 4 Series Facebook & Instagram ad campaign not only caught the eye of consumers but also their fingertips. Through the simple use of the Smartzer overlay prospective BMW 4 Series drivers were introduced to the new vehicle in a seamless and memorable way, setting the tone for many campaigns into the future.
Updated: Feb 12, 2021
HOW TO TRANSFORM YOUR FACEBOOK AD CAMPAIGNS INTO ENGAGING INTERACTIVE EXPERIENCES
Photo: Screencapture of MINI Countryman interactive video.
Objective
Seeing as the dwindling physical connection people have with product discovery is under threat from global pandemic measures, it is more important than ever to provide customers with more engaging and tactile ways to discover products online. For the latest MINI Countryman SUV Campaign, Wavemaker UK sought to buck that trend and provide their audiences with a more engaging and entirely new way to get to know the new car.
Execution
Video: MINI Countryman interactive ad, Instagram user experience.
In preparation for the campaign, the Smartzer custom interactive overlay was used to combine existing MINI Countryman Campaign assets, creating a standalone interactive experience that effortlessly blended with the onsite and Social environments. The interactive player was then placed as a call-to-action URL within the Facebook ads manager on a range of different ad sets and campaigns. Alongside a smart media plan orchestrated by the team at Wavemaker UK the ads were run across the Facebook ad network, for audiences to find and engage with. While interacting with the video, users were able to discover the range of different new features on the car and click-through to the MINI Countryman landing page.
See the user journey below:
Images: MINI Countryman Interactive campaign, Facebook user journey.
Results
Video CTR = over 24%
Conclusion
Many prospective car buyers are avoiding all but essential travel reducing footfall in car dealerships across the UK. One sure way, however, of enticing customers and making up for the reduced footfall is to inspire consumers online earlier on in their product discovery journey. With Smartzer interactive technology the teams at MINI and Wavemaker were able to achieve exactly this. Interactive and shoppable formats have historically been primarily used to reduce the path to purchase, but in times like these, the opportunity to use these technologies to boost engagement and bring audiences closer to the product in industries with large purchase funnels is vast.
Updated: Feb 12, 2021
AN IMMERSIVE INTERACTIVE VIDEO EXPERIENCE TO SHOWCASE EVERY NEW FEATURE OF THE NEW GENERATION OF MAN TRUCKS
Objective
As part of the much-anticipated release of the new TGX model in 2020, MAN Truck & Bus, sought to create a fully immersive online experience that customers could use to familiarize themselves with their latest model of truck. The ambition was to not only create a fully dynamic landing page but also to extend the user interaction into each piece of content onsite.
Execution
In collaboration with Smartzer and production studio Pixelschickeria, two bespoke interactive video experiences were created for a range of audiences to experience on the new TGX website. The Smartzer interactive video platform was used to tag videos with one video focused on the specific product benefits to the drivers and the other focused on the benefits to fleet managers. Each interactive video had dynamic call to actions embedded within them to notify the user of each feature of the truck.
The Smartzer overlay was optimised for mobile and desktop experiences with the player configured to generate vertical pop-ups for mobile users and landscape pop-ups for desktop. Furthermore, the player was configured to included multiple languages, enabling a coherent user experience across the European market.
Click here to view the videos.
Results
Over 60k interactions with videos onsite to date
Videos saw over 40% Engagement
50% of interactions generated through the carousel on the side of the video
Conclusion
The TGX 2020 onsite release is an outstanding example of how interactive video can be used to further engage with consumers. Each experience created was a highly engaging way to capture each user and truly inform them of each feature of the product. This is especially useful given the amount of information surrounding the trucks and difficulty to drive awareness locally to users.
Special thanks to all the team members who collaborated on this project and the team at Pixelschickeria for producing such wonderful content.
Get in touch for more details about the Smartzer interactive and shoppable video platform 😎