BMW Latin America used Windows Azure to build a flexible solution that it could scale dynamically to engage 90,000 consumers in two months and convert 900 campaign participants into prequalified sales prospects. The company reached 10 markets in two languages, without making a large infrastructure investment or relying on corporate support.
While consumer participation in the campaign and computing demand on the solution varied from market to market, BMW could scale up its Windows Azure resources where and when it needed them. “With Windows Azure, we could give BMW the agility to assign resources dynamically, as and where consumer participation in their social marketing campaign grew,” says Fernando Perez, BMW Account Manager at Huddle Group.
In two months, more than 90,000 people participated in the Facebook promotion, and by connecting the user information to its internal CRM system, BMW converted more than 900 campaign participants into prequalified leads and legitimate sales prospects. “By using Windows Azure to make audience data available in Microsoft Dynamics CRM, we enhanced the business continuity of our marketing campaign and developed more than 900 new sales prospects,” says Bujalska.
Reach multiple markets
BMW ran the Facebook campaign in 10 markets, coordinated with local launch events, and successfully supported the launch of two new model lines throughout Latin America and the Caribbean. The company managed a single online promotion for Spanish-speaking markets in Latin America and English-speaking Caribbean markets, and it helped complete the marketing cycle by connecting its cloud-based social marketing campaign with its on-premises Microsoft Dynamics CRM environment.
Reduce infrastructure costs
BMW delivered the campaign through the popular Facebook interface while it kept costs down and maintained a high level of administrative control and autonomy. With the vast capacity in Windows Azure, BMW had the flexibility to enhance or shrink its processing resources without having to invest in excess capacity or pay for unused resources. “The Windows Azure subscription and pricing model is more flexible and costs BMW two-thirds less than traditional server hosting,” says Perez.
By using Windows Azure, BMW Latin America deployed a social marketing solution without having to rely on corporate support or make a large infrastructure investment. “We used Windows Azure to independently implement a dynamic and innovative marketing solution, without needing any resources from our corporate offices in Germany,” says Bujalska. “Instead of waiting half a year, we had a solution in two months.”