BMW promotes R1200 GS lifestyle events
BMW is planning to take R1200 GS advertising in a new direction:
The effort will veer from advertising and focus on lifestyle events, PR, celebrity endorsements and digital media.
BMW says the point is to make the R 1200 GS a halo-motorcycle for the entire brand.
There aren't any details yet so it's anybody's guess exactly what they'll do, maybe Ewan Mcgregor and Charley Boorman showing up in exotic locations or BMW gatherings on mountaintops with owners riding through rivers and striking up conversations with the locals. Harley has done pretty well with lifestyle advertising for many years, but these BMW events will obviously be totally different to reflect the capabilities of the GS, very Indiana Jones type affairs, they could be interesting and fun, "Join Ewan Mcgregor on the Trail of Doom."
Link: Marketing Daily
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{ 9 comments… add yours below ... }
I think you slightly misunderstand lifestyle marketing. Harley Davidson is not trying to attract actual outlaw bikers, just people who want to play outlaw bikers on weekends. Since many of the riders capable of handling mountaintops and exotic travel (and I am not one) are already on the GS, BMW just needs to attract the wannabes.
How about “Join Ewan McGregor on the Matterhorn at Disneyland!”
I am more than willing to endorse it at my local outdoor lifestyle show if BMW can send me one…
There’s the Elephant Rally in the Bavarian Forest and the Dragon Rally in North Wales.
I think Apikoros has it right, the GS is more like a Soccer Mom SUV for most people.
-todd
sounds like they mean “alternative” lifestyle………..
What’s a “halo” motorcycle? Do I have to be Jesus to ride it?
No different to organised track days for the sport bike crew.
or the cruise events for HD owners.
Why does this cop some much flak?
BMW already run safari’s for owners… wonder what else they will come up with.
Hopefully something with a little substance… something that will be out of the league of the (as todd refers to as) “Soccer Mom SUV” riders.
Will there be a beer tent?
I’ll be the first one to admit I’m a little jealous. The BMW community has some neat events, but I’m excluded by my lack of BMW-ness. I know HOG and the Ducatisti do this, too. Guess I’m just not L33T enough.
BMW lifestyle as in Oktoberfest ?
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