In keeping with the automotive industry’s trend towards virtual events due to COVID-19 restrictions, BMW Canada launched an “Auto Show and a Movie” on February 27 that offered approximately 7,000 Canadians a look at the models and innovations driving the company forward.
In a news release, the OEM called the event a “digital auto show experience” that features BMW performance models such as the new M3 and M4, and showcased past, present, and future BMW expertise in electrification.
“Auto shows give us the opportunity to share our passion for BMW with the people who love our cars as much as we do,” said said Andrew Scott, director, BMW Brand Management, adding that “Digital formats are a great way for us to remain connected with our community. Our customers are our priority, and a key step in supporting that is being where they need us to be.”
Virtual attendees also received an exclusive access code for a movie from the Cineplex Store, while 200 attendees had the chance to win a giveaway package and 25 people won Bowers & Wilkins headphones.
The event falls in-line with the brand’s other recent digital platforms that put products directly in front of customers and fans, including BMW Live From Ultimate Drive: an online series of live, interactive product walk-arounds by Canadian experts; and the Virtual Showroom, which offers customers and prospects the chance to explore the latest generation of BMW models, watch product videos, and schedule a virtual vehicle walk-around with a BMW dealer.
“We will be investing a triple-digit million euro amount annually up to 2025 in the digitalization of our sales and marketing, and are working together with our retail partners to offer the industry’s best customer experience going forward,” said Pieter Nota, member of the Board of Management of BMW AG responsible for Customer, Brands, Sales.
He said there was a clear hunger for BMW product content, and that they had originally planned to host 6,000 guests at their auto show and movie event but soon realized the limit was too low. “The event ended up having over 7,000 Canadians registered to participate,” said Nota. “We’re glad we’ve found a way to satiate that hunger, and are looking forward to introducing new ways to keep that appetite fed.”
BMW’s “Auto Show and a Movie” was a 20-minute program available in English and French; it showcased 15 models and offered a special preview of the new and yet-to-be-released BMW iX and BMW i4.
