BMW Geo-Targets Ads on MyCityWay App in New York
- Monday, November 5th, 2012
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BMW ‘I’, the innovation arm of the car manufacturer, will use geo-located display and video ads to promote its Born Electric eco-friendly car event in New York.
The campaign, reported in Adweek, will target MyCityWay app users who visit the show via in-app advertising, with push notifications for people who opt-in.
Those who are not at the event will see the BMW brand in the corner of the app. It will also be pushed on the app’s event schedule and on the local map when users, said to be 1.2m in the city, visit the area.
BMW invested in the Indian start-up MyCityWay last year. The app uses location to help people find places to go, including real-time information, like traffic feeds. It is available for free in 70 cities across the world. 
The campaign will also use New York-based ad publishers to encourage more people to visit the show. The event, one in a series across the world, showcases BMW’s range of electric and low-emissions vehicles.
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