BMW’s Connected Drive reveals the difficulty of aligning with fans' expectations

BMW’s Connected Drive reveals the difficulty of aligning with fans' expectations

Negative reactions to BMW’s Connected Drive videos reveals the challenge of promoting new features to auto fans as their interest focuses on “sheer driving pleasure”.

BMW have posted a variety of video content on both their Facebook page and YouTube channel showcasing the different features of BMW Connected Drive such as Park Assist, Rearview Camera and access to online infotainment and navigation services. However, fans of automotive brands are accustomed to a different type of content, such as slinky new car designs, performance tests and racing news.
 
WaveMetrix analysis shows that consumer engagement with the videos on both Facebook and YouTube is mostly negative, suggesting that BMW’s fan pages may not be the best place to promote these features as the content is misaligned with the expectations of BMW fans. BMW's example suggests that brands need to be cautious when stepping aside from their core message as Facebook and Twitter followers tend to be the brand's most harcore fans.
 
Most fans on both social media platforms are negative towards Connected Drive:
BMW’s Connected Drive campaign shows the challenge of engaging auto fans with new technology
 
  • Connected Drive is unpopular with the majority of Facebook fans: While 31% say it is a “great concept” and a “cool innovation”, and praise the videos for being “funny”, 69% of BMW Facebook fans are negative towards Connected Drive. They say “it takes over the joy of driving” and that they don’t like the car “doing everything” for them
  • YouTube comments are also generally negative:  74% of those commenting on YouTube are also negative, posting comments saying they “don’t need all these features” in their cars

BMW fans feel that Connected Drive contradicts BMW’s “Sheer Driving Pleasure” slogan, as they just want to "enjoy the driving experience":

BMW’s Connected Drive campaign shows the challenge of engaging auto fans with new technology

 

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