BMW Uses Consumers in Advertisements

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BMW Motorrad USA’s latest print advertising campaign shows genuine BMW owners in inspiring scenarios. It may not be a unique concept, but it’s new to BMW.

BMW Motorrad USA debuted its first in a series of four-color ads utilizing actual BMW owners last month. Riders were recruited from an open casting call in December.

One of the featured riders is Brienne Thomson, who made it through to the last six during the American team selection process for the inaugural International GS Trophy event in Tunisia. The “twenty-something” dirt bike fan teaches English to international college students at San Diego State University. She currently owns a G 650 Xchallenge but is willing to ride anything – including the big R 1200 GS that she rode for the selection trials at Spartanburg in South Carolina. The picture, which is currently featured in consumer magazines, was taken after a day of tests and challenges.

Also featured in the adverts are American GS Trophy team members Jason Adams and Jimmy Lewis, and there are currently plans to extend this campaign to cover the F 800 GS as well as the new line of K Series bikes.

“The ad campaign strategy is not only cost-effective, it is the best form of word-of-mouth endorsement the company can buy,” says Roy Oliemuller, communications manager, BMW Motorrad USA.

The long-term initiative will go beyond print advertising and be utilized in an upcoming Women Rider's Brochure and at 2009 motorcycling events.

- Submitted by Guido Ebert