The Case for OOH and SMS in Auto

Filed Under Advertising, Digital Signage, Mobile, digital ooh, metrics

While I haven’t seen him in a while, my buddy Marc Belcourt over at BMW is doing some great things with the new Z4 and his outdoor promotions and is really making the case for smart outdoor executions and how SMS can help to prove out some of the effectiveness.

While more of a OOH Merchandiser than “ads”, BMW used SMS and a couple of 40″ screens to promote their test drive program.

bmwsms The conversion rate from those who text to those who actually FULLY REGISTER is an astounding 12.5% through mobile. That figure doesn’t even include those who go online on their own or just show up at the dealer based on the promotion.

This, added to Porsche’s SMS program last year that drove 22% of the total campaign has got to have the auto industry talking.

Obviously, when converting this into a larger true “campaign” that has scale, you will see these numbers go down (it’s just way too expensive to put Z4s in front of every luxury hotel ) and if you don’t have a car that’s as sexy to promote as Marc’s Z4 you’ll probably see it go down as well but this does prove out that using SMS in OOH with an effective consumer value prop DELIVERS.