How BMW Turned A Tennis Tournament Into A Brand Immersion Lab [Yahoo! Finance]
PORSCHE AUTOMBL UNSP/ADR (POAHY)
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Source: Yahoo! Finance
What began as a traditional tennis sponsorship has evolved into something closer to a controlled universe of brand interaction. BMW of North America Once upon a car-shopping experience, getting to know a vehicle meant kicking a few tires and maybe taking a test drive with an overcaffeinated salesperson. Today, the courtship by BMW and other carmakers often looks more like a luxury travel itinerary. Prospective buyers are just as likely to find themselves inside a branded hospitality suite, on a private racetrack or embedded in a sports spectacle. Porsche now operates ten Experience Centers globally and partners with Nobu Hotels to offer Porsche-themed suites. Mercedes-Benz's newly reimagined Manhattan flagship introduced an “Unboxing the Star” AMG delivery experience , using high-energy visuals and surround sound to turn a key handover into something closer to a Lady Gaga concert. You can digitally customize the smell of your Lincoln or design an exclusive Whispers experience wi
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