Leveraging the Buzz - From Fan to Lead Generation in BMW's Pre-Communication
Journal
Marketing Review St. Gallen
ISSN
1865-6544
ISSN-Digital
1865-7516
Type
journal article
Date Issued
2012-08
Author(s)
Abstract
BMW has repeatedly attracted attention with innovative marketing ideas that snowballed word of mouth and customer interest. Its latest coup, the introduction of the BMW 1 Series M Coupé, is a prime example for lead generation with an integrated social media campaign. The following case study provides insights into the pre-communication and derives recommendations on how to create and leverage buzz.
Language
English
Keywords
Word of Mouth
Buzz Marketing
BMW
Pre-Communication
Product Launch
HSG Classification
contribution to practical use / society
Refereed
No
Publisher
Springer Gabler
Publisher place
Wiesbaden
Volume
28
Number
4
Start page
28
End page
34
Pages
7
Subject(s)
Division(s)
Eprints ID
212691