BMW partners with The Telegraph and Wired in tech content coventure
BMW has become the first brand to partner with Telegraph Media Group (TMG) and Condé Nast’s Wired on its new tech-focused content platform. The car marque is running a three-month campaign on the platform, which combines top trending technology stories from both publications, to promote its 13 Concept Coupé model. The aim of the campaign is to raise awareness of electric vehicles in the UK and ensure that BMW’s electric vehicle programme is well understood by its target audience. A BMW spokesperson said the campaign marks a “true partnership” between three brands with content and distribution “working seamlessly” between all three parties. “By pulling innovative content from WIRED and taking it to a broader audience via the Telegraph platform we are able to create exactly the right environment for our BMW i content to live in and to engage our target audience. It parallels perfectly with the overall approach to BMW, bringing the next level in automotive innovation to the broad premium audience,” they said. The campaign is aimed at “bridging the knowledge gap” that exists around electric vehicles in the UK, according to the spokesperson. “There is an appetite for technology content out there and so we have structured this partnership to bridge this gap and generate engagement and interest in the BMW electric mobility programme,” they added. The tech hub will feature stories based on their search and social popularity and will feature insight and predictions from experts including The Telegraph's consumer technology editor Matt Warman, contributing editor for Pocket-lint.com Hunter Skipworth, TechRadar’s news editor Kate Solomon, and Peter Cochrane, futurist and long-term entrepreneur. The campaign will also run across The Telegraph’s and Wired.co.uk’s print, online and mobile platforms. The Daily Telegraph will also publish half-page, bi-weekly features as part of its Saturday technology pages. Matt Warman, consumer technology editor of The Telegraph, said: “The volume of technology content published daily is staggering, most of which are rumours. This new platform enables us to provide a filtered view of only the important technology news stories of the day supported with expert opinion on the implications for the every-day consumer.” The partnership was brokered by Aegis Media’s Vizeum.