role:

Junior Strategist, seeding and outreach activation

chellenge:

In the spring of 2008 BMW launched their new 1 series in the US market. We were tasked with figuring out how to generate enough momentum to make the release of the video, The Ramp (an unbranded BMW video subtly featuring the new 1 Series), a viral success while keeping BMW completely out of the picture and keeping all content unbranded.

solution:

Starting months before the release of the video we infiltrated all areas of the web including blogs, social networks, video and photo sharing sites. Our goal was to make this non existent town and its characters as real as possible, so when the film was released the digital footprints around the web would diminish any doubt that it wasn’t real.

success:

The campaign was successful creating buss at the launch of our initiative and lasting through the release of the full length film. The campaign was covered in AdWeek, AdCritic, CNN, and talked about on major blogs such as ADFREAK, adgoodness, ViralBlog, TrendHunter, Statesmen Business Blog, and autoblog.