BMW speeding through personal direct mail

What makes a great Direct Mail piece? One that’s personal! If you were selling a car for instance, wouldn’t it be great to produce the mailer with the actual car you were selling? Well, that’s exactly what BMW did with their 6M, read on for how they did it.You can’t get more sensory print, than by creating your direct mail piece with the actual car you’re selling, this was the idea for the the BMW 6M. Created by Kirshenbaum Bond Senecal + Partners and the team at Classic Color in Chicago this mailer was produced using the new 6M as the printing press.

Each one of these direct mail pieces is individual, each carries the tyre track and impression the car has made as it printed the paper – imagine the power of this direct mail piece for engagement! They even used personalised URLs (PURLS) to direct the reader to social pages to see how it was done.

Ink ducts were fed to the rear tyres of the BMW and as the driver approached the set of twin paper tracks, flicked the switch to spray ink onto the tyres. This then transferred the ink to the paper and was left to dry so it could be finished.

So, next time you’re planning your direct mail campaign… just check to see if there’s anything similar you could do to engage your customers like BMW. You don’t have to go to the lengths of driving your car over your print, but you get the jist!


image courtesy of Classic Color
video courtesy of BMW

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