Background

Providing a world-class customer experience at events

BMW is a global automotive leader dedicated to providing exceptional customer experiences at various events. The brand creates engaging activations that bring together potential customers.

Experiential marketing is a big part of BMW's marketing strategy – providing customers with a seamless customer experience and generating sales.

However, BMW's experiential marketing programs were scattered across multiple systems, processes, and teams. Without a centralized view, BMW didn't have data to accurately measure results or enhance its events.

Challenge

Limited data or quantified results from auto shows, test drives, experiential, sponsorships, dealer events and other live activations.

With experiences happening all over the country between multiple agencies, four different regions, several brands and hundreds of dealerships, BMW was looking for a way to take back control.

They lacked a centralized system for collecting and analyzing data, resulting in:

• Activation data not integrated with any CRM, leading to missed follow-up opportunities. 

• Inability to make data-driven decisions due to fragmented data from multiple tools.

• Manual and non-standard processes across multiple departments.

• High costs from redundant workflows, technologies and lack of standardized systems. 

• Limited visibility into the performance and ROI of events.

Solution

Powering BMW's experiential marketing strategy

BMW looked for a software solution to address these pain points. Limelight was chosen to power all of BMW’s experiential marketing.

The platform was selected for its ability to provide:

• Real-Time Data Capture: Capture and consolidate data across consumer experiences in multiple regions.
• Workflow Automation: Automated processes streamlined operations and increased efficiency, enabling BMW to reach more consumers.
• Personalized Communication: The ability to tailor communications based on individual preferences enhanced engagement and lead generation.
• Cost Reduction: BMW achieved cost savings by consolidating fragmented budgets and using a single technology.
• Improved Lead Generation: The platform helped BMW generate more leads and convert them into sales.

Results

Accurately measure results and drive sales from events

After partnering with Limelight, BMW significantly improved its experiential marketing efforts. This positively impacted both customer experience and sales. 

Key benefits included:

• Real-time access to data from over 2,000 event days, allowing for quick adjustments and decision-making.
• Automate workflows and leverage personalization to reach more consumers and increase interactions, engagements, leads, registrations, and social activity.
• One system and one process for tier 1, 2, and 3.
• Integrated solution; worked with BMW’s existing marketing stack/CRM to complete their omnichannel strategy. 

Next Steps

Building great experiences with Limelight

BMW is now prepared to build seamless customer experiences while generating more leads and sales at future events. Limelight continues to be a business-critical platform for their experiential marketing programs. More specifically, being able to turn real-time data into actionable insights that drive sales.