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Edelman Digital launches MyBMWClub China

April 7, 2009

Last week, Edelman Digital China officially launched MyBMWClub, BMW’s own social network and community on the mainland and one of the first instances of a brand building loyalty via this approach.

MyBMWChina Welcome Screen

MyBMWChina Welcome Screen

Given that a recent MEDIA and ADMA study in Asia showed that digital spend will be stronger this year and that the number one driver of this will be dedicated websites (I don’t think we’re talking 1.0 here), I have no doubt that curation of targeted communities, brought together by a common brand or issue, is a wave of the future.

Watching the interplay between corporate sites (enabled by social media) and pure-play social communities (powered by brands) and how this shakes out will be one of the most fascinating marketing stories of the year.

As the leader of Edelman Digital’s efforts in Asia, I couldn’t be prouder of the work of the entire Edelman China team. However, I’m even prouder and more thankful of the team at BMW China who had the foresight and courage of conviction to see the value in building this kind of deep relationship with their customers. Many will now follow their lead!

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One Comment leave one →
  1. April 8, 2009 2:56 AM

    Looks like I have a few more to add to my list…

    http://blendingthemix.com/2009/01/23/the-most-popular-100-twitter-applications/

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