Collaborative Marketing

BMW Guggenhiem LAB: A Mobile Laboratory, A Reinvestment in Urban Planning.

BMW has recently launched a new integrated campaign designed to promote innovation in urban planning. The concept isn’t new, but it is timely and simple making it an effective vehicle to promote the BMW brand world wide. This collaborative project launched in New York last month and will be traveling to 9 major cities world wide over the next two years.

Working in conjunction with the Guggenhiem in New York, The BMW Guggenheim Lab is a mobile travelling idea lab that looks at the challenges of cities and urban planning with a multiple disciplinary backgrounds, and it invites residents to participate both online and in person.

BMW posted its half year earnings at a record high for 2011, and the company has actually had its year ever financially. By taking some of these record profits and redirecting them back into a worthy public facing cause, BMW helps to soften the public opinion of theirĀ  brand, and strengthen their commitment to the environment and our increasingly crowded planet.

“The BMW Guggenheim Lab is a mobile laboratory traveling to nine major cities worldwide over six years. Led by international, interdisciplinary teams of emerging talents in the areas of urbanism, architecture, art, design, science, technology, education, and sustainability, the Lab addresses issues of contemporary urban life through programs and public discourse. Its goal is the exploration of new ideas, experimentation, and ultimately the creation of forward-thinking solutions for city life.”