Following the trend of mixing media and stories with the latest motorcycles, BMW Motorrad is riding in a redesigned website, region by region. It showcases BMW Motorrad as a lifestyle brand with its promise ‘Make Life a Ride’, featuring what the German manufacturer calls ‘a wide range of emotional content for a fascinating experience that will appeal not only to die-hard BMW fans’.
With the additional content, BMW Motorrad’s new online home may be of interest to bikers regardless of what they ride. But, before readers open another browser tab to check out the new look, at the time of publishing the American region website hasn’t yet been upgraded.
Reportedly, the areas of brand, product, lifestyle and cross-selling have been interlinked in intelligent, contemporary style, with purely static product showcasing now replaced by ‘vibrant’ storytelling.
‘This brings the entire BMW Motorrad range to life with even greater intensity,’ reads the press release.
Each of the new product pages reflects the character of the segment in question, reinforced with captivating stories that focus on subjects such as stunt rider Chris Northover, Orlando Bloom’s custom bike, fascinating product highlights, current events and the latest lifestyle products.
The structure of the new product pages is designed to follow that of a conversation that may be had between a potential customer and their local BMW Motorrad dealership. Motorcycle sounds and videos help enthusiasts immerse into the world of BMW Motorrad, with more than 400 pages created for the new platform, featuring over 8,000 images and extensive video content.
For the technically minded, the content items are linked by means of an intelligent tagging system that enables a seamless interconnection of the brand and product experience geared towards user behavior. Essentially, whatever is clicked creates what the visitor will see next.