Close to half of the campaign spending for the BMW 1-Series is being dedicated to online media. According to the recent New York Times article about the campaign, executives at the BMW of North America have said that online ad spending for other models ranges from 1-15% of the total ad budgets.
BMW 1-Series, compact and less expensive sports coupe and convertibles, is meant to appeal to younger drivers with its price starting at around $28,000. With usual microsite devoted to the 1-Series, a Facebook fan page was created hosting a graffiti car contest as well as a blog for users to create, vote and comment.
Also a mocumentary about a colossal ramp in the tiny fictional(?) town of Oberpfaffelbachen, Bavaria is also part of the campaign. This mocumentary called The Ramp is supposedly the work of an American videographer named Jeff Schultz whose YouTube page centers around this nearly 1490 ft. ramp. Below is the trailer of the work.
This Rampenfest has its dedicated website and also a Facebook fan site.
Monday, April 14, 2008
Sony Foam City
Downtown Miami was drenched in loads of foam in March. After dropping 250,000 bouncing balls down a San Francisco street, exploded 17,000 liters of paint in Glascow, and 2 1/2 tons of Play Doh bunnies raiding New York City, Fallon London has literally flooded a few blocks in downtown Miami with 460 million liters of foam by a machine that can generate 2 million liters of foam per minute for Sony's new commercial for its latest Handycam and Cybershot products.
For more photos, click here.
What's really interesting with this production is that Fallon London once again managed to create a lot of buzz for this commercial. With the previous Bunnies commercial, Fallon had released a high-quality trailers months before the commercial actually aired, and by the time the spot actually aired people had been talking about it and the anticipation built up was great.
With the foam shot, another interesting thing is that the power of blogs and viral marketing was used to drive the hype and anticipation. Bloggers from all parts of the country were also invited to Miami. Invitations were sent with only cryptic clues to something amazing they were about to witness and participate. Including the locals, 200 people were provided with the products and asked to record their amusement through the sea of suds. Their footage is being combined for the campaign with the professional shots taken will be introduced to the public in stages and will reach televisions in Europe on May 1st.
Click here to read an Adland blogger's experience.
For more photos, click here.What's really interesting with this production is that Fallon London once again managed to create a lot of buzz for this commercial. With the previous Bunnies commercial, Fallon had released a high-quality trailers months before the commercial actually aired, and by the time the spot actually aired people had been talking about it and the anticipation built up was great.
With the foam shot, another interesting thing is that the power of blogs and viral marketing was used to drive the hype and anticipation. Bloggers from all parts of the country were also invited to Miami. Invitations were sent with only cryptic clues to something amazing they were about to witness and participate. Including the locals, 200 people were provided with the products and asked to record their amusement through the sea of suds. Their footage is being combined for the campaign with the professional shots taken will be introduced to the public in stages and will reach televisions in Europe on May 1st.
Click here to read an Adland blogger's experience.
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