Building a social network like this isn’t a bad idea for a brand that is willing to spend significantly not only on the app build, but also on a hefty promotional budget. Apps like this, require a large user base since they are so reliant on user contributions to be successful. Recent history has seen scores of good ideas like this fail because the brand took the Field of Dreams approach- Build it and they will come.
The jury is out on this one. Clearly, with an app that relies on widespread early adoption, and has geographically relevant content, means that BMW will have to put a huge promotional budget behind it to build a solid user base across the United States. If BMW is willing to spend and spend right, the brand loyalty and sense of community that a network like this could deliver is priceless.
It will be interesting to revisit this story in a year or so to see how much BMW supported their app and how successful this effort became.