1series.mobi BMW

BMW launched their first Canadian .mobi site to promote the 1Series in July 2008 at 1series.mobi

The .mobi site boasts a 1Series video that is available for streaming on the site and download to the user’s mobile phone. Ringtones and wallpapers are also available for download for free off the site, featuring the 1Series Cabriolet and Coupe.

In addition to a Share option that allows users to refer their friends to the site by text message, users can schedule a test drive at their nearest location. Through the ‘Meet the 1Series’ link, users navigate by province to find locations closest to them. Ease of use is the top priority for this mobile site, with innovative features such
as Click to Call which directs retail location phone numbers to users who can connect straight to the dealership to schedule a test drive.

BMW’s previous mobile forays include the BMW international site and specific sites by country, but none specifically with a Canadian reach. The 1series.mobi site offers wallpaper downloads accessible by most phones, as well as ringtone downloads that work on the largest Canadian networks, along with video downloads and streams.

Video streaming of the 1Series commercial is a seamless 30-second clip that is also available for users to download. Ringtones are available to be downloaded for free, featuring the two-time International Engine of the Year “start up” and “gear shift” sounds of the 1Series.

Three versions of the site were created: high end (XHTML), low end (HTML), and the WML version for phones that do not support XHTML. This allows for a larger reach for mobile accessibility, allowing users of lower end Java phones to have the same experience as those on Smartphones or Blackberries.

This mobile site production was created by Addictive Mobility and managed by Cundari SFP for BMW Canada.

Read more..