Cherryflava

BMW invites you to graffiti a brand new 1-series…

Posted on 16. Apr, 2008 by Jonathan Cherry in Advertising

…on Facebook naturally – and today [16/04] is the last day to do it. BMW are apparently spending between $15 million to $25 million on online media to promote the new 1-series and the Facebook graffiti contest [where you can design your own 1-series paint job and share it with your friends] is the most notable of the lot.

The online elements of the 1-Series campaign include letting members of Facebook,
the social-networking Web site, design virtual cars and send them to
Facebook friends; buying dominant positions, known as take-overs, on
the home pages of msn.com and yahoo.com; posting video clips on YouTube; and developing a microsite devoted to the 1-Series (bmwusa.com/new1).

There are a few prizes up for grabs – unfortunately none end with you driving away in your own brand new car.

But in all the hype of the Facebook page – nobody seems to have noticed that you can also build your own paper BMW to push around your desk. Perfect distraction while you wait for that financing application to be approved.

[BTW - Just noticed that the contest is called; 'What drives you?' - didn't Caltex use that line in one of there more recent ad campaigns?]

Read: BMW turns to the web for its 1-series – NYTimes
Check out the entries here.
[via]