BMW Uses Event Sponsorship To Introduce Unique Brand Experiences To Customers
BMW Courtesy Car Service functions as a stealthy customer test drive
One way to form connections with new customers is to go where they go. For BMW that means forging associations with complimentary sporting and cultural events. Through the BMW Courtesy Car Service, visitors and participants at events like BMW International Open golf tournament and world-wide Art Basel events have been able to get a free ride in a BMW vehicle and experience the brand’s luxury side.
BMW treats the Courtesy Car Service as a brand experience and not just as a taxi ride between an event and a hotel. Each of the fleet’s drivers are briefed in detail about the specific model they’ll drive so they can answer any questions people might ask about the vehicle.
At the 2018 edition of the BMW International Open, around 6,000 people rode in one of BMW’s 65 car fleet over the span of a few days. To get this many people to first visit a dealership and second commit time for a ride along would at least take months. Catching people when they are in a good mood at an event they enjoy attending places the shuttle service as an added perk, versus a dealership chore.
BMW’s association with Art Basel goes even further beyond the Courtesy Car Service. They sponsor their own art initiative and frequently commission artists to create new work of their own as well as one-off BMW Art Cars. This kind of integration with an event reflects BMW’s passion and commitment to visual art and positions them more as a patron than an advertiser. Other brands looking to create authentic associations with events could pay back interest through relevant collaborations or complimentary services that give visitors a bonus experience.