BMW Viral is smart
There are many reasons this is a smart launch for a car. BMW invented a town for the purposes of launching a new vehicle. And I mean literally launch a new car. This town built a ramp to lunch the cars to America. There’s a documentary filmmaker who’s doing a film about the ramp.
But the thing that most impressed me was the blog
They have the media well covered. YouTube, Flickr, a Facebook page, and this blog. The link goes to page 2, because this is the most impressive thing. The first entry is back on November 14th. Months before the campaign launched. Dr. Pepper did something similar, populating a blog well before the launch of the contest. However, BMW seems to have really populated the page.
This adds to it’s legitimacy. It makes them look old, established, a little more real.
Because that’s what we face. We face using these media at the start of the thing, and then what? And thus, we look like marketers using the media to market. But it’s little things like seeding a blog months before the promotion in order to have content for people.
That’s a nice touch.