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BMW Viral is smart

April 9, 2008

The company emblem of car producer BMW is seen at BMW headquarter after the announcements of the company results 2007 on March 18, 2008 in Munich, Germany. As CFO Michael Ganal emphasized,

Image by Getty Images via Daylife

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.

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