BMW is making American fans go through Instagram to reserve one of 300 30th anniversary M5 editions through Instagram. The brand posted a series of photos each revealing a digit of the reservation phone line. The last one was posted today. BMW has produced 300 models of the anniversary edition, 30 of which are imported to the U.S. Prices start at $138, 275.
Due to a plethora of filters and apps to make good-looking photos, Instagram lends well to promotion for luxury goods. BMW, for example, has 1.1 million followers. But brands have been slow in connecting engagement on the platform (15x that of Facebook) to sales. Our Intelligence Report: Instagram finds that placing the platform’s user-generated photos next to product images boosts conversion but up to 7%, but just 14% of brands in the L2 study do so.
Most brands incorporate user-generated content as a banner on site with services such as Olapic and Curalate. BMW’s Instagram promotion or reservation system is a creative way to connect purchasing and engagement, and get its most valuable customers become followers.
For more on how auto brands are leveraging their following on social platforms look out for our Digital IQ Index: Auto report, to be released mid-June.