BMW’s new Viral
Posted on June 21st, 2007 by CheenePhoft
GSD&M in Austin, Texas just released their new viral effort for BMW with RelearntoDrive.com. It’s good to see how much work they’ve done in developing content for online video from bmw films to sponsoring ted talks, along with creating websites like this one. I would’ve liked to see them give me something to actually do, but at least they’ve got some funny stuff to watch.
What do you guys think? Will this get noticed?
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I like it, I don’t love it. It is essentially a Flash site, so navigation is less intuitive- since you can’t hit the "back" button on your browser to get back to the main page of squares- it took me a few tries to realize that you can simply click on the additional squares up in the right hand corner. (But I’m also really very stupid.)
I love it. EVERYONE who lands on this site will mouse over each frame and listen to the 2 cents they say, and think wtf? - but ultimately, you will click on "Undo the damage" which will bring you to the main "meat" portion of the campaign. Look past the first page and you will see how effectively BMW’s goal is reached. Goal - meaning getting brought to their site to sell you: a) a "prestigious" driving school
b) an offer for a real set of balls -or- better known as the verb "challenge" c) high performance vehicles that are for sale, right now- today, as a matter of fact.I urge all of you to always look past what’s in front of you.
I think BMW drivers need to be REAL careful starting a discussion on bad driving. From a brand POV, yeah, I like it but I wouldn’t to see them get too whimsical. BMW is not Mini.
(…I wouldn’t want to see them…)
Nah. I think that the work they’ve done in the past to give people "secret" test drives and the like have likely gone further to create word of mouth of their driving school.
I had this feeling that it was about how "long" I was on the site vs. how engaged I was.
But shit. Engaged is dead. So what do I know???
;)
Should made the back button work for those who do not get it, that is something we can do with flash, and should be done every time Thr content is ok.
yielding is for quitters…
BMW launches a new campaign, driving people to a “viral” micro site. It’s good, but I think it could’ve been better. Read my thoughts and then let me know what you think….
I don’t know if anybody noticed this but I think the tell-a-friend option is worth commenting on. By allowing the sender to customize the email, BMW has an opportunity to capture valuable data. For example, in their email they can extract the sender’s and recipient’s gender, and the recipient’s car model. Pretty clever if you ask me.
Edward- You’ve got to be kidding me. They’re innovation is that they added a send-to-friend function? That’s not innovation, that’s just the basics…
Paul, I didn’t say that it’s innovation. I simply pointed out that their tell-a-friend feature has an added benefit. It allows BMW to gather demographic information about the people that are visiting their website. I never said that adding a tell-a-friend feature is innovative.