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10/11/2011 / loyaltymarketingnews

BMW’s Mini Financial Services ups mobile engagement with points, rewards system

BMW-owned Mini Financial Services released a new mobile application that allows consumers to create profiles to share their favorite driving routes and tips and play games to earn points and rewards.

The BMW and Mini financial team is aiming to reward its consumers with the app by creating a community and allowing them to earn prizes such as exclusive photos and promotional branded items. The app is powered by SocialNav Inc. and is available to download for free in Apple’s App Store and Google’s Android Market.

“We built Mini Motoring to thank our customers for their loyalty and fanaticism of our vehicles, and also to provide a platform for all motoring enthusiasts to share their passion,” said Pawan Murthy, general manager of online business for BMW Group Financial Services, Woodcliff Lake, NJ.

“While anyone can use the app to find the best roads, if a consumer happens to belong to an official Mini driving club, he can use the app to catalog all the roads his club has driven and post club-only roads,” he said.

“And if he happens to be a Mini Financial Services customer, he can gain exclusive access to earn points either by using the app or by using helpful finance services on his account and win rewards.”

Paving the way
The social navigation mobile app allows consumers to create profiles and share their favorite driving routes and tips for these trips with others.

The app uses the smartphone’s GPS capabilities to help users find driving routes nearby.

For example, one user created a driving route called “Epic NY” and gave the tip that it had a better view of New York when driven at night.

A consumer can see the starting and ending points of a route and tap on it to find out any comments or tips left by other app users.

Mini Motoring map

If the consumer would like to drive that route, he can simply tap “start drive” and can mark in his profile that he has used that route.

Mobile users can also add their own routes by dropping pins on the map.

The app does not only offer driving tips. There are four main sections on the app’s homepage: road stretches, my profile, Mini news and alerts.

Mini news contains product and company information for new and current customers.

Mini Motoring news page

The “my profile” section lets consumers add a picture, mark which routes they have driven and create and display their points.

Points can be used to gain access to exclusive photos which can be used as mobile homescreen backgrounds, unlock gaming features on the app and win promotion items.

Mini points system

Mini Financial Service members have an advantage here and can also gain points by using mobile finance features or signing up for paperless statements.

Driving fans
The app is shareable through email and social media, which is helping the BMW/Mini Financial services team easily spread the word.

BMW Financial Services hopes that the gaming aspect will help spread the app even more quickly since friends can compete with each other.

Indeed, the financial services organization hopes the app will be seen purely as an entertainment and gaming app rather than a marketing tool, per BMW Financial Services.

App users can also share the app by emailing a driving route to a friend, which comes as a downloadable file.

The Mini Motoring app was based on the success of the BMW Ultimate Drive mobile app which was released earlier this summer (see story).

Indeed, the gaming options are a new feature that have been added to the BMW Ultimate Drive app’s updated version, which was also released yesterday

“We want to reward Mini Financial Services customers for their passion and their loyalty,” Mr. Murthy said.

“By using the app more or by utilizing the many time-saving account service features we provide, the more rewards they receive,” he said.


(via Luxury Daily)


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