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BMW Canada conducts electric car content campaign
BMW Canada of Richmond Hill, ON has begun a branded content campaign in support of the Canadian launch of its line of electric cars. The branded content will take the form of guest contributions to Esquire.com by lifestyle personality Marcus Troy. The campaign was developed by Media Experts in collaboration with Say Media and Esquire magazine. The effort began on June 20 and will run until Sept. 30. According to Say Media, this is the first campaign to feature 100% original Canadian content in a major US media outlet in Canada. Esquire.com is a property of New York-based Hearst.
"The launch of the BMW i3, our first all-electric mass production vehicle, is a unique story that we wanted to tell in an innovative way," said Kerry Fleiser, brand communications manager at BMW Canada. "Through Marcus' experience with driving the vehicle, we are able to share the story with our target in an organic way through a credible Canadian lens. Leveraging Esquire.com's contextually rich environment and Marcus' resonance with our target ensured that the content flows naturally, in the right place, at the right time. We are excited to be the first brand in Canada to partner with Esquire and Say Media to deliver this type of content experience."