Saylor URL: http://www.saylor.org/books Saylor.org
Figure 3.6 An Online Advertisement for the BMW South Africa Campaign from 2007
Source: Used by permission from BMW South Africa.
The target market was reached through driving and lifestyle associations and advertisements were
placed in competitive environments on driving Web sites and on corporate blogs. As well as using
mobizines (branded mobile phone content), BMW partnered with Zoopy, a South African video-
sharing Web site, to tap into an existing community and invite them to interact with the brand.
