New urban lifestyle site launched by BMW

BMW unveils urban lifestyle site to push latest model by Hayley Pinkerfield Revolution UK 10-Apr-07, 12:50

LONDON - BMW has partnered with Emap and Google Maps to create a new lifestyle site promoting its new 1 Series model.
The site, created by Airlock, targets a young, urban audience, offering celebrity and user-generated reviews of UK city venues.
Visitors can use the integrated Google Maps facility at www.1off.com to get a bird's eye view of city venues. They can also find their nearest BMW dealer, pushing test drives of the new 1 series model.

Emap will provide editorial content, including features and celebrity reviews of UK cities, which will also feature in key Emap titles such as Grazia and Arena. Various Emap titles will feature a city profile each month, driving readers to the BMW 1 Series site. Users can download relevant content to their mobiles and join the community section to upload reviews.
The key goal of the ongoing online project is to create targeted content for the 1 Series audience. Suzannah Gray, BMW advertising manager, said: "We're trying to appeal to an audience that’s slightly further away from our traditional core. We need to fulfil the long-term potential of the model by drawing in a more progressive audience. These people are very sociable, hedonistic, technology-oriented, and heavy internet users."
"We're taking a new approach by focusing on what will engage the target audience rather than what we're trying to tell them."

www.1off.com