What’s more important, a car’s driving experience or Facebook ability?
BMW’s social media campaign has come under fire from car enthusiasts. A few years ago, when you saw a BMW advert, you would see and hear the car’s performance being promoted along with its groundbreaking engine and safety technology. Now it seems that BMW have targeted a market that is interested in updating their Facebook status.
It’s not only BMW however. Other major automotive brands are promoting their vehicles’ social media capabilities. Being behind the wheel and taking advantage of the car’s magnificent handling ability and wonderful engine noise is clearly more important to some. Fans are upset that BMW’s dominance when it comes to power, handling is speed is taking a backseat for Facebook.
It is strange that BMW, the “Ultimate Driving Machine” have been highlighting that particular feature more than any other. Their “ConnectedDrive” technology seems to have taken over their marketing campaigns. This allows drivers to access their Twitter and Facebook accounts through their BMW’s touch screen on the dashboard technology.
In order to promote BMW’s Social Media in car features, they are using Facebook itself along with their YouTube channel. Several videos have been posted to both websites. That may have been a big mistake as these videos have been met with largely negative feedback. A recent poll showed the majority are not keen on the technology, with it deflecting the emphasis on what a car is really all about.
Do these driving enthusiasts have a point? Has the joy of driving been drowned out in favour of Social Media technology? There is no doubt that Social Media has become a big part of the lives of many, but are we quite ready to see the likes of BMW focus on it so much? Some believe that elite brands should not lower themselves to such technology. Other negative comments claim that they may be overwhelming their vehicles with such a great amount of technology too.
On the other hand, BMW’s performance technology has never been compromised for Social Media outlets. If true enthusiasts saw the bigger picture, they could easily ignore the Facebook and Twitter side of events and focus on the side and features that they want to.