How to be cool in the dig­i­tal age

New Zealand Company Vehicle - - NEWS -

Car mak­ers have tried it all, done it all. When the al­lure of prod­uct place­ment in the lat­est Trans­form­ers movie wears thin, what’s next? In 2011, BMW’S re­design of its M5 sport sedan saw it shout­ing against the noise of the Frankfurt show, where around 50 new mod­els were mak­ing their de­but. Fast-forward six years and the six­th­gen­er­a­tion M5 is un­veiled with­out hav­ing to share the spotlight – in the “Need for Speed: Payback” video game. Even then, it’s a tease: only the new car’s snout is fea­tured. For any­one who doubts the im­pact of the dig­i­tal era, this is proof pos­i­tive of the in­flu­ence wielded by the on­line world. Other brands are now try­ing to en­gage with their cus­tomers through In­sta­gram and Youtube in­stead of tra­di­tional chan­nels. Even Face­book re­mains ‘hot’ for com­mer­cial use though it is los­ing its al­lure among the very young, who seem dis­mayed that Mum and Dad find it so handy these days. One ca­su­alty: auto shows. The 2019 Detroit show is likely to lose all three of the big Ger­man mar­ques; other brands are mov­ing their ef­fort into the ‘dig­i­tal space’.

BMW used third party gam­ing to tease au­di­ences with the tini­est view of the new M5

Newspapers in English

Newspapers from New Zealand

© PressReader. All rights reserved.