Have you got what it takes to be the BMW Superfan? Read more…
I’m definitely not into cars. But this 3 minutes video to promote BMW Vision Connected Drive is pretty cool. In 10 steps the German car manufacturer explains you how to steal a pearl necklace taking advantage of their amazing driving technology. Not the usual approach you would expect from BMW. Read more…
Relearn to drive is an amusing series of flashback videos launched by BMW to promote its Performance Driving School. Created by Juxt Interactive, based on a concept by GSD&M, the site features nine characters who provide you with advices on how to improve your driving skills. You can find the car seller who tells you “The bigger the rings, the better they look on the steering wheel“, or the poshy/divorced/nervous mum that explains “You should never drive faster than your age“. The whole thing is definitely funny to watch, and I’m quite sure that those who visit the site will not only have a look at all nine videos, but also hit the button and send the link to their friends (and enemies). A nice “plus” to point out, is that the “send to a friend” changes from video to video, generating personalized messages for all tastes and recipients. If you know a bad driver, spread the word.
The Perfect Race is not the only online driving challenge BMW is currently running. There is also the BMW eDrive Challenge 2007 recently launched in The Netherlands to show in practice which are the characteristics of the EfficientDynamics new features. Developed by Little Chicken Game Company, the game is all in 3D and requires the installation of a dedicated plug-in. Unfortunately, on my Mac it keeps crashing the browser, so cannot really tell you whether it’s good or not… If someone can get through, would be nice to have an opinion
BMW has recently launched a sophisticated advergame called PACE – Pursuit Across Europe. You can also define it as an interactive movie, where you play the leading role driving the car. It is very beautifully designed and developed by Interone Worldwide and Artificial Duck. The gaming experience is also quite immersive. I must say that I’m a pretty bad driver, as I didn’t manage to drive for long, but I definitely enjoyed the experience, even if sometimes it misses some “skip” buttons when you play it for the second time. The videos animations with the penciled effect are just so, so… beautiful, and the great soundtracks is the cherry on the cake. Great site, stylish and with that touch of perfection which makes so, so… BMW. Last but not least, from a marketing perspective, I appreciated the fact that the first stage is open to everyone but if you want to continue the pursuit, modify your vehicle and face new challenges, you need to register. Smart.
Remember when BMW said it was giving up its efforts on branded content? Well, maybe they were lying since they just launched a series of audio book podcasts… Leading authors at the publisher Random House have written 45-minute audio books, each one featuring a different BMW car. The audio books are available for free at www.bmwaudiobooks.com. The first podcast is Don Winslow’s The Beautiful Ride.
In Germany, BMW has been trying to artificially boost the popularity ranking of its site. The mighty Google found out the automaker was cheating and apparently kicked it out of its index. As reported on several blogs, BMW has been caught employing doorway pages to attract search engines spiders. While BMW almost immediately removed the pages after the news broke (after having them live for almost 2 years), apparently it was too late. German BMW are now suffering what is known as the “Google death penalty”: a ban from almost any imaginable top search result, and a degrading of the PageRank to the lowest possible value.
In Thailand, BMW allows visitors to its website to download, cut & paste their dream car. A nice idea to let kids know about the BMW brand. Here for example it’s the popular BMW Isetta. 16 BMW models are available for download.
My title is bizarre but the news is true: BMW has donate Pope Benedict XVI a brand new SUV. Last April a German magazine questioned who was going to build the new Popemobile, and it presented a sketch based on the BMW X5 model, but I cannot tell you whether this is really the model the gave him. Pope John Paul II used to go around in a Mercedes-Benz ML 430 series Popemobile.
This is one of those news that can really change the life of an agency: BMW has decided to end its branded entertainment strategy. They have been the pioneers in the sector, with the online short-film The Hire, starting a new era for online marketing. Now AdAge reports BMW decided branded entertainment was getting too expensive, but their shift can’t only be blamed on money. They declined to comment, but probably the change is also due to the fact they are still looking for a new advertising agency to handle its US account. What will happen now? Will other brands follow their move? How many agencies will have to change their business approach?
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