Communicorp One, the Dublin-based sales team for Newstalk and Today FM, together with Vizeum, have partnered with Wrap Media LLC to launch its new mobile storytelling and commerce platform, ‘Wrap’.
‘Wrap’, the mobile-first platform, gives users the ability to navigate, swipe and engage with content through a narrated card-based design. The aim of Wrap is to give users an alternative mobile web experience that is easy to follow and engage with, while providing a beautiful design along the way.
Communicorp One has been working in partnership with BMW’s marketing team and media agency Vizeum to be the first to bring ‘Wrap’ to Ireland by introducing it with the all-electric BMWi3 and reinforcing the #everydayawesome of the vehicle.
Throughout April, the BMWi3 Wrap was distributed across Newstalk’s relevant channels to target its predominately ABC1 audience. As part of the initiative, Newstalk’s social platforms form the cornerstone of the distribution strategy with a particular focus on a heavy weight Twitter campaign, underpinned with a time-targeted Facebook campaign, which focuses on key consumption times, including morning and evening commutes and ‘lean-back moments’.
The second distribution is method is time-targeted display ads within the station’s app which deliver our audience to the Wrap during commute times to ensure we deliver on the main objective for the campaign is educating our audience and ultimately to promote test drives.
“Communicorp One is committed to delivering truly innovative solutions to our clients and are delighted to introduce the Wrap platform to the Irish Market through our partnership with BMW and Vizeum. It demonstrates a unique content partnership and distribution method for the BMWi3 that gives our audience an effortless user experience,” says Deborah Carpenter, Head of Solutions and Insights, Communicorp One.
“Our partnership with Communicorp One demonstrates the power of the Wrap Platform to transform micro moments into deeply engaging experiences, designed to drive action,” said Eric Greenberg, CEO, Wrap Media, “Communicorp One and BMW are leading the way in mobile engagement, creating a stunning experience that gets noticed, educates on the new I3 and results in more test drives.”
According to BMW, “we tasked our media agency, Vizeum with having world class digital on all BMW schedules. The BMW brand is driven by technology and expertise and the fit with digital firsts is perfect. The partnership with Communicorp One was a great fit and we felt we got real sharable content and value for money. The wrap is exactly the platform we want our consumers to view the i3, showing people an easy way to explore the car and its many offerings.”
