I have had the great pleasure of embarking on a great journey at work: Defining the Future of Mobility.
My agency, Kirshenbaum Bond Senecal + Partners, has taken on this noble cause as part of its work for BMW ‘s launch of the ActiveE: Its first-ever all-electric road vehicle.
While BMW is committing billions of dollars to research for alternative fuel vehicles and engineering, it is not diving head-first into the EV market without research. It had already launched a pilot program with its MINI-E electric vehicle last decade… which created much real-world data and field testing experience. Now, BMW takes things a step further with its ActiveE field trial.
The social media heavy marketing program for the ActiveE has recently launched. So far, we’ve created a user forum for MINI-E Pioneers and EV enthusiasts to host open conversations ranging from “Why EVs?” to “The Future of Mobility” to “What color will the cars be?”. BMW is answering questions in the forum and encouraging collaboration and suggestions for their new vehicle, for the forum itself as well as an app ActiveE drivers and onlookers can use to calculate fuel efficiency among other things.
We have also filmed a four-part documentary called “Wherever You Want To Go”. To quote PSFK.com:
“The story is told from the perspective of influential scientists, academics and entrepreneurs, and is delivered via a four-part documentary that ‘paints a unique picture of technology, culture, cities, our past, present and how it all relates to the future of mobility’. The film promises no definitive answers – simply smart questions from smart people to generate discussion, creativity and imagination.”
Have a look at the film’s trailer
More updates coming soon. Excited to see this program unfold!
The Lord of Marketing 