宝马网络营销的材料.doc

BMW Marketing Innovation( SINCE THE COMPETITION STARTED TO IMITATE BMW'S ADVERTISING MESSAGES OF OUTSTANDING QUALITY, BMW DECIDED TO COME UP WITH A UNIQUE WAY OF REACHING ITS TARGET AUDIENCE. THE COMPANY DID SO BY HIRING FALLON WORLDAWIDE, AND ADVERTISEMENT AGENCY BASED IN MINNEAPOLIS, MN, TO COME UP WITH A NEW CAMPAIGN. FALLON DEVELOPED THE CONCEPT "THE HIRE" SERIES. FALLON'S RESPONSIBILITY ALSO INCLUDED THE WAY IN WHICH THESE MOVIES WERE TO BE DELIVERED TO BMW'S TARGET AUDIENCE. IT WAS ALSO QU