The Ramp: BMW’s New 360 Viral Campaign
As ViralBlogger I get offered so many “wanna be” virals. Most of these virals are cheap rubbish and not hilarious, horrifying or horny at all. They lack any kind of WOW-effect or respect for consumers. CMO’s please take my free advice: rubbish virals will damage your brand! Put in passion, time and money into your viral strategy, concepting and production. Or don’t try to be viral at all and rather stick to your tv commercials!
But BMW’s latest attempt to get viral spread and buzz effect, in their launch the 1-series coupe in the US, has so much potential, that all CMO’s and agencies must see BMW’s engagement strategy. So buckle-up and let’s drive deeper into BMW’s Rampenfest viral.
The idea behind BMW’s viral campaign is simple but witty. Build a 454 meter-high ramp that will launch the BMW 135i over the European landscape and across the Atlantic onto US shores. Here the joke starts. Jeff Schultz, a (faux) documentary filmmaker, has produced a great movie trailer that will cover the entire event.
You can also visit Jeff Schultz’s weblog to read more. And if you’re 21, female and willing to upload a photo to be voted as Miss Ramp, you can enter with the rest of the contestants here.
