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BMW Launches First Ever User-Generated iAD - Web Exclusive

iAd allows users to build their own BMW X3 and have it delivered in weeks.

Nov 15, 2010

BMW of North America has launched the first-ever user-generated iAD to promote the launch of the all-new BMW X3.
iAd is Apple's new mobile advertising network, reaching millions of iPhone and iPod touch users.

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The focus of the iAD is BMW's built-to-order program that allows customers to create an entirely customized BMW X3. The iAd will be the primary mobile component of the X3's marketing campaign, and it allows an individual to go from dreaming about a new X3 to having it delivered to their driveway in just a few weeks.

The X3 iADhas three components: Dream It, Build It, Drive It. "Dream It"
Each dream was specially selected from hundreds of real submissions on the BMW USA Facebook page and represent how the X3 will impact people's lives and how they wish to make it their own. The 'shake' feature on iPhone and iPod touch allows users to browse each dream and various X3 color options, or tap to read the entire story.

Users submit their dream, which can then be shared with the BMW community through the iAd. "Build It"
Here, users begin exploring some of the X3's 70 million unique configurations on the iAd. Colors and wheels can be changed, as well as the vehicle's angle. iPhone and iPod Touch users can even go inside and choose interior options, including a variety of trims and leathers. By swiping, you can change the X3's environment from a cityscape to mountains, and more, emphasizing the X3's versatility for various lifestyles.

At any time, users can save their custom X3 as a background. This is the first time that a user can customize their own car using iPhone and iPod touch functionality and save it to the device.

"Drive It"
Now it is time to get in the driver's seat. To learn more about what's in store, watch the all-new X3 in action by browsing video content and downloading images from a gallery of hi-res wallpapers. Tap on each of the X3's 'hotspots' to see model highlights such as its interior design and product highlights such as the 8-speed automatic transmission.

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Or locate a dealer to discuss the build that was already started from the iPhone or iPod touch.

Simply use the GPS-enabled device to find the nearest BMW center, or enter a preferred zip code. Users can also sign up and receive the latest news, model launch dates and more.

Once finished exploring the BMW X3 iAd, the user taps the close button and can return to the app they were using, completely uninterrupted.



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