BMW’s Fake Advertising. (What’s your take on it?)
In an attempt to create some viral online buzz for the launch of its 2009 1-Series coupe, BMW did something different. They also did something fake.
Via BMW films, they created a fake documentary, with a fake director, around a fake German town filled with fake German people (who even had fake teeth) who were blathering on about a fake celebration (“Rampenfest”) for a giant fake ramp that was supposed to launch (literally) the car to the US. After about 20-minutes of the 35 min video I’d seen enough. And, in that 20 minutes, I don’t recall a word about the car.
If this attempt at viral marketing was targeting ad bloggers like me and ad award show judges, then they hit their mark. (Apparently, it was the darling of the award shows) But I’m not sure how many serious car buyers, over 30, it impressed. I’d be happy to be proven wrong so, if anyone knows, please tell me. Because with a storied heritage of German mechanical perfection, it escapes me as to why BMW would opt for silly gimmickry and fakery to try to sell their newest model.
So, what are your thoughts on this? Leave your comment on the “comment” link below.
December 29th, 2008 at 10:35 am
I don’t think the issue is whether this film is fake. It obviously is meant to be a spoof.
A few years ago Crispin did a “fake” campaign too. But the Counterfeit Mini
campaign was brilliant on many levels. The car was central to the idea. The idea was built on a truth. It was hilarious, relevant and incredibly on strategy.
Sad to say, this BMW film is just a case of misguidance and overindulgence.
January 3rd, 2009 at 2:20 pm
Volvo did a mockumentary back in 2004 called “The Mystery of Dalaro” where supposedly 32 people suddenly bought S40s at the same time.
There was even a fake inside a fake regarding the film’s director which successfully extended the viral’s shelf life.
It can be risky business to fake it too well as many in the online community don’t take kindly to being duped.
Unlike Volvo, BMW’s viral is pretty obvious spoof… launching a car into the USA via a gigantic ramp. But is 10 million impressions in the first 6 months enough to justify the production costs? Did it really sell cars?
Personally, I thought Trojan Olympics campaign was more strategically brilliant in introducing the Trojan brand to the UK.
January 3rd, 2009 at 8:05 pm
Good point…. spoofs are fine if they’re entertaining and strategically sound. Sounds like the Counterfeit Mini was, as opposed to this.
January 3rd, 2009 at 8:20 pm
Yes …. “is 10 million impressions in the first 6 months enough to justify the production costs? Did it really sell cars?” is the question and I’m not sure how BMW would truly know the answer. Do you?
Overall ’08 sales were down 7%, but is that “because of”, or “despite” the mockumentary?
January 3rd, 2009 at 9:25 pm
I haven’t seen any published ROI of the Rampfest campaign as of yet but perhaps the goal was only introduce young, affluent US citizens to the new BMW.
January 4th, 2009 at 1:49 am
Perhaps. So, maybe 10 million impressions in the first 6 months is a big success?