Viral Marketing and BMW

Sections: E81/82/E87 1 Series, Sales/Marketing Feb 28th, 2008

During my morning ritual catching up on the latest news from my favorite auto sites, I stumbled across this little tidbit at Jalopnik.com. BMW appears to have something special in mind for “launching” the new 1 series in the US. If you’ll follow the links you’ll see some substantial groundwork for an extensive viral web campaign to build buzz for the new model line I’ll call “Rampenfest.”

This isn’t foreign territory for BMW. You may remember the brilliant The Hire series of films produced by BMW in early 2000, featuring some of Hollywoods finest talents. While “The Hire” and “Rampenfest” aren’t quite in the same league, it is nice to see that BMW continues to embrace “alternative” media, including; a blog, YouTube and Flickr.

Jeff Schultz’s blog

Jeff’s YouTube

Jeff’s flickr page

Oberpfaffelbachen, home of Rampenfest

Written By: Matt

4 Comments

Gabe Feb 29th, 2008 Link

It’s really refreshing to see the BMW brand start to take a few more chances. For so many people out there it’s such a conservative acting brand that I can’t help but feel this is what they’ve needed to do for some time.

Jon Feb 29th, 2008 Link

Glad to see BMW not taking everything safe. I believe in a great many ways that the 1 series is pretty much aimed at a group of drivers BMW really hasn’t addressed for a long time. Give them a thumbs up for this move.

davidgo Feb 29th, 2008 Link

i don’t think the car will actually make it… 5 bucks says it lands in illkirch- graffenstaden

Philip Mar 1st, 2008 Link

I’m going to hide in the trunk!
Someone just needs to point me to where Oberpfaffelbach is.

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