Archive notice: This article was originally published on September 11, 2009. Links and embedded videos are preserved as part of the historical record.
According to its own information, denkwerk is deepening its collaboration with BMW and implementing the new international BMW TV brand platform on the Internet. The expanded IPTV service launched with varied text and video content from all of the vehicle manufacturer’s subject areas, such as innovation, lifestyle and sport.
Established approaches from the two platforms bmw-web.tv and bmw.tv flow into the new BMW TV and are supplemented by interactive functions and appealing tools. The platform focuses on an inspiring, user-oriented combination of entertainment and information. The design concept conveys a new, understated elegance and emphasizes BMW’s premium claim.
With the new BMW TV, BMW is creating a multimedia brand experience that dynamically adapts to its users’ preferences and interests. To achieve this, the Cologne agency for interactive communication integrated established and new functions that significantly increase ease of use: tagging automatically displays further relevant content for each video.
Also new are discreet hotspots in individual videos that highlight products and components and, when clicked, lead to further information and tools. They refer, for example, to the vehicle configurator, with which users can assemble BMW models directly and individually. Another highlight of the international platform is the exploratory 3D media library: this access enables a clear interactive journey through all moving-image offerings on the international portal.
Appealing features such as tag clouds, rating and sharing functions, and subscription to a newsletter or RSS feeds are also available. The reports can be downloaded via iTunes, embedded in other platforms or blogs in only a few steps, and linked with social-bookmarking services.
As part of the launch, denkwerk is implementing an iPhone application for BMW TV that enables users to enjoy the videos while on the move, in full length and premium quality. Innovative navigation and the video wall adapted from the international bmw.tv/com platform enhance the experience on the iPhone. The selected report can be saved as a bookmark with one click and recommended through social networks and by email.
Alongside the German national version at http://www.bmw.tv/de, twelve further services in their respective national languages will go online in the coming months. Until then, the international platform is available to all other markets at http://www.bmw.tv/com.
For the launch of BMW TV, denkwerk is responsible for the concept, design and technical implementation of the frontend and backend, including maintenance and support. The Flash video player and implementation of the 3D media library come from sevenload. More information on the BMW project can be found at http://www.bmw.tv. Further information on denkwerk is available at http://www.denkwerk.com, and details of sevenload can be retrieved at http://www.sevenload.com.
According to the Cologne agency, it had already launched bmw-web.tv, the “International Entertainment Magazine”, in September 2007 and received several awards at renowned creative competitions. These included the Megaphone in the “Advertising Yearbook” and an AME Award from the New York Festivals.
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