BMW has launched a campaign in Sweden that invites people to search for its new BMW 3 Series model that has been 'hidden' on Google Maps. The lucky person who finds the car actually wins it.
The campaign, called 'Signposts' in English, was created by agency Jung von Matt. To participate, users just have to go to the campaign's dedicated website and log in using their Facebook accounts. Then, just search through Google Maps for a red BMW 3 Series model, using the map's embedded blue BMWs (which point in the direction of the hidden vehicle) to help you. When you start, you're given a specific area to hunt through, but you can 'unlock' more areas by being more active in your search.
Why This Trend Is Growing
- Location-based Marketing
- Opportunity for businesses to engage customers through interactive and immersive location-based campaigns.
- Gamification
- Incorporating game elements into marketing campaigns to increase user engagement and participation.
- Social Media Integration
- Utilizing social media platforms as a login mechanism to enhance user experience and promote campaign participation.
Industries Being Reshaped
- Automotive
- Opportunity for automotive companies to create unique and interactive campaigns to engage potential customers.
- Advertising
- Disruptive innovation opportunity in advertising industry by creating innovative campaigns that promote user participation and interaction.
- Technology
- Opportunity for technology companies to develop customized solutions for interactive campaigns, leveraging location-based services and social media integration.
