Joining GM, BMW is ready to embrace social media, as demonstrated by The Ramp, their recently launched campaign to promote the new 1-Series.
BMW seems to be testing the powers of viral by leveraging new media marketing tactics. In addition to marketing on Facebook and hosting a "Miss Ramp" contest (some of the entries are scary!), part of the campaign involves the viral YouTube video seen above. It's a spoof documentary for Rampenfest, a made-up event in the make-believe Bavarian town of Oberpfaffelbachen, which also has its own blog and fake mayor.
"To celebrate the launch of the new BMW 1-Series in America, we have constructed a gigantisch Ramp to launch a BMW 1-Series into America," the faux city blog says. "Our ramp stands an impressive 454 meters – tall enough to launch a 300-horsepower 1-Series over the Atlantic and into America!"
To market the new car, they'll be spending 50% of their ad budget online, vs. their regular 1-15%. As the car is being sold for under $30,000, BMW seems to be targeting a younger, less affluent demographic, so choosing the web seems a logical approach.
What's Driving This Trend
- Social Media Marketing
- BMW's viral campaign demonstrates the power of leveraging new media marketing tactics.
- Viral Video Marketing
- The spoof documentary video for the Rampenfest event showcases the potential of viral marketing.
- Targeting Younger Audience
- BMW's choice to market the new car online indicates a shift towards targeting a younger, less affluent demographic.
Who This Affects Most
- Automotive
- The automotive industry can explore using social media and viral video marketing to promote new car models.
- Advertising
- The advertising industry can benefit from incorporating social media marketing strategies and viral content creation.
- Digital Marketing
- Digital marketing agencies can focus on targeting younger audiences through social media and online advertising.
