BMW takes Periscope for a test drive

This event report details attempts by BMW North America, the automaker, to use livestreaming as a marketing channel by tapping into the opportunities provided by Periscope.

BMW takes Periscope for a test drive

Stephen WhitesideWarc

While many brands are still waiting for their first exposure to live-streaming, BMW North America has raced ahead of the pack on this real-time channel to launch, promote and sell its vehicles.

The high-end automaker was an eager early adopter of Periscope, an app allowing consumers and brands to broadcast in the moment simply by shooting footage with a cellphone camera. And nowhere was BMW's passion for experimentation more evident than when introducing the M2 – a premium coupé with a starting price topping $50,000 – last year.

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