# Uber Viral Mockumentaries BMW Rampenfest By Bianca | Published 2008-04-08 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/bmw-rampenfest References: [blog.bfgcom](http://blog.bfgcom.com/?p=957) Joining GM, **[BMW](https://www.trendhunter.com/trends/heart-of-joy)** 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](http://oberpfaffelbachen.com/miss.php)" 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. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 37% | Activity: 85% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### 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. ## Related on Trend Hunter - [Unconventional Vehicle Control Ads](https://www.trendhunter.com/trends/heart-of-joy.md) - [Social-First Car Campaigns](https://www.trendhunter.com/trends/reddit-car-share.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Vampiric Car Commercials](https://www.trendhunter.com/trends/mercedesbenz-immortal-love.md) - [Influencer-Starring Car Commercials](https://www.trendhunter.com/trends/toyota-2.md) - [Car-Specific Video Commerce](https://www.trendhunter.com/trends/video-commerce1.md) - [Supermodel-Backed Automotive Campaigns](https://www.trendhunter.com/trends/bmw-dare-to-be-you.md)