WOWWW !! - now this is how you do viral marketing.
"Ah yes, the old pull-the-tablecloth-off-the-table-without-sending-dishes-flying routine".
I wish they mentioned the name of the agency that came up with this marketing concept, this is brilliant. Expect it to be forwarded by every gear head this side of Pluto to at least 10 of their friends.
Viral marketing concepts like this are marketing dollars to the power of 1 gadrillion.
I'm calling it now, someone is winning an award for this ad campaign.
For those of you questioning the "worth" of a viral ad.ReplyDelete
"Did you see that BMW Motorcycle ad?"
Those are the words I just heard on the corner of 23rd street and 6th avenue as I was waiting for the light to change. I'm not a biker, never will be one, but now I know that BMW makes fast motorcycles. Is that worth something? Maybe not to me. But you put 1,000,000 people in a room and more than 1000 of them are going to be thinking they want a fast motorcycle. Now they have BMW on the consideration list. YOU might not be the market. That does not mean the other 999,000 views were wasted - because of the 999,000 people not interested in a BMW, some percentage of them (me included) will forward that video to someone else or link to it on their facebook profile. The average facebook user has 130 friends. If just 1% of the million viewers of this video posts this video to their facebook wall, that's a reach of an additional 1,300,000 (yes, there's overlap, I'm using simple numbers).
BMW sold 87,306 motorcycles in 2009 http://www.webbikeworld.com/motorcycle-news/2010/2009-bmw-motorcycle-sales.htm and there were a total of 520,502 motorcycles sold in the USA in 2009. It's not a big market. So anything they can do to generate low-cost reach is going to go a long way to keeping the marketing costs down.