all-electric vehicles have entered the consumer culture, the advance hype machine has even more reason to switch on fast and early, since it’s no longer targeting just the same old replacement-car buyer anymore. This is a fresh, early-adopter audience we’re talking, which means new, more unpredictable and higher stakes for auto manufacturers.
With more than a year to go before its i3 concept car is actually available on the market, BMW is already aggressively promoting the all-electric “megacity vehicle” through multiple campaigns, both online and off. It’s teamed up with Mashable to sponsor weekly features on innovation in urban mobility. It’s working with Wallpaper* on a Sustainable Neighborhoods project. It’s rolling out an interactive and location-wise app for smartphones. And it’s pushing the i brand via Twitter and Facebook.