BMW's mobile ads for its new "i" line of electric vehicles are tailored to individual users by including a map of one of five nearby cities, paired with video of the vehicles. Users can click through to take the vehicles on a virtual test drive of a nearby city using Google Maps technology. "There is a huge opportunity for marketers to tap into mobile capabilities with things like HTML5 and accelerometers to create engaging, interactive mobile experience and integrating technologies such as Google Maps, Street View and YouTube really light it up. This BMW campaign is a great example of all the possibilities in mobile rich media," said Brendon Kraham, Google's director of global mobile sales and strategy.

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