WOODCLIFF LAKE, N.J. — BMW Group Financial Services announced this week the launch of a  three-part series of viral videos to promote its extended vehicle protection program.

Also this week, the company released a new mobile app for customers and gamers alike.

Returning to its vehicle protection program, the new campaign is call "Natural." It incorporates both "humor and validity through a mixture of memorable viral and print visuals," according to management.

"With social media such a significant part of our consumers' lifestyle, we want to remain relevant to our customers' every need," explained Shaun Bugbee, vice president of sales for BMW Group Financial Services.

"Our extended vehicle protection plan is a necessity for all owners, and by using humorous, yet informative, means to remind consumers of its intention, we can stay top-of-mind without being intrusive," he added.

The videos focus on highlighting the use of original BMW replacement parts, with the tagline "some things just aren't natural."

The spots, produced by New York City agency G2 USA, began the week of July 18 and are designed to enforce the idea of "remaining authentic, while highlighting various animals in a funny way, depicting ‘un' natural body parts, i.e., a horse with zebra legs; penguins with a toucans beak; and a lion with a water buffalo horn," management pointed out.

All CGI work was produced by QuietMan of New York City.

The extended vehicle protection plan is designed as an "assurance" that the brand stands behind all service contracts. It not only guarantees 100 percent of original BMW replacement parts, but also can offer additional security and benefits, according to company officials.

The plan includes:

—Covered repairs performed at an authorized BMW repair facility.

—Use of only BMW parts (vehicle safety and advanced components not comprised by inferior parts).

—24-hour BMW Roadside Assistance.

—Protection of a vehicle resale value.

—A worry-free ownership experience.

The videos can be viewed on the company's Facebook fan page at http://www.facebook.com/BMWUSA?sk=app_199134910131531 (or www.facebook.com/BMWUSA  under the "financial services" tab) or through http://www.youtube.com/user/BMWUSA.

New Mobile App for Customers and Gamers

In other news coming out of the company this week, officials announced the introduction of a social navigation mobile app that can allow users to discover the best roads to drive in more than 50 countries, as well as rank, comment and share these roads via Facebook, email or other GPS devices.

And management revealed that future versions will offer the ability for company customers to gain points and achieve high rankings.

"As a company, we pride ourselves on our ongoing uses of technology to build stronger relationships with our customers," pointed out Ed Robinson, president and chief executive officer of BMW Group Financial Services. "Not only does ‘The Ultimate Drive' app allow us to broaden our awareness as an organization to a vast audience, but more so, it provides us the ability to nurture a two-way dialogue with our customers in an engaging way."

After downloading the app, a user can allow the app to find his location and then displays the stretches of road which others have contributed as the best ones in the area, according to officials.

On the other hand, when a user has his own favorite road picked out, he can share it via email or Facebook with three taps. Or he can send it to a person's GPS device or app.

Pawan Murthy, general manager of online business for BMW Group Financial Services, added, "'The Ultimate Drive' is an example of how a captive financial services company can use mobile and social strategies as a consistent touch-point to customers while fostering a connection with BMW vehicles and the global BMW brand."

He went on to say, "A social app succeeds when it forms a community of users with similar interests. A mobile app succeeds when it shrinks that large community into something local and familiar. Within a few seconds of opening the app, ‘The Ultimate Drive' connects you to driving enthusiasts who have discovered great roads in your neighborhood, roads you may have overlooked. Sharing that joy of discovery is why we are eager to launch this app to everyone."

San Francisco-based software and technology firm SocialNav Inc. developed the technology behind the app.

The app is available for both iOS and Android devices. It can be downloaded for free from the Apple App Store and the Android Marketplace.

Interestingly, the company is in the process of developing similar apps for Mini and BMW Motorrad brands, as well as extending all applications for financial services customers in the near future.