BMW Gives 3-Series Sneak Preview on Mobile Phones

BMW has launched a promotional campaign on mobile phones testing a new medium, a medium to which many have access, but few - advertisers and consumers - use. There are nearly 160 million cellular subscribers in the U.S., but according to a recent JupiterResearch consumer survey, only six percent of online consumers have received an SMS from a business. Cellular phones are ubiquitous, but the majority of consumers are not comfortable with either the text messaging or WAP browsing features required to participate in this marketing campaign. BMW does indeed have a tech-savvy customer base more likely to understand how to download graphics to their phones, but this far from assures a great user experience.

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