Cielo launches mobile application for BMW that 'activates' airport signage, driving consumers to a call to action

Cielo has helped BMW integrate mobile marketing with traditional media (out-of-home airport signage) to ‘activate’ typically static ads, increasing ROI while providing campaign-specific tracking, measurement and segmentation statistics.

BMW today places short codes – five-digit phone numbers – on signs at 14 major airports across the country. A consumer who taps in the short code and a keyword receives a deep link to a mobile application promoting BMW’s new convertible. Among features, the application includes BMW video (or a photo gallery for phones lacking video capability) and a button to schedule a test drive at a local dealer. From key words, BMW is able to measure the effectiveness of each sign within each airport, while capturing mobile consumers.

Short codes allow BMW to embed deep links that contain campaign-specific segmentation and tracking parameters. A simple top-level URL (for example, www.bmw.com) lacks measurement for targeted ads. Using mobile to activate and measure traditional media provides Cielo’s clients with a higher ROI for their investment.

Results of BMW’s first campaign have led the auto maker to introduce two additional campaigns for other vehicles.