http://www.nytimes.com/2009/02/12/technology/personaltech/12pogue.html?_r=1&em

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.

Associate your business with a good cause.

Associating your business with a good cause can be a win/win situation if the cause ties in with your brand and/or allows you to showcase your product or service. This viral marketing effort is an example. Here’s the press release.

Part 3 with a Q&A covering:

• Importance of having a great product.
• Case Study: Sorrell Ridge Jam
• Viral Marketing.
• Case Studies: Jib Jab and Blendtec
• Marketing the “Emotional” benefit.
• Measuring Effectiveness.

Hear Final Part

Podcast: Play in new window | Download

With the right product, a great demo can be your best marketing.
In October ’06, a blender company called Blendtec made marketing history with a one minute YouTube demo that posed the eternal question: “Will it Blend?” In the video host and Blendtec founder Tom Dickson pours 50 marbles into a Blendtec blender and dices the glass spheres into powder. The segment became an instant web classic and to date has had 1.8 million views.

“I’ve never seen anything that’s taken off quite like this in my life,” said Blendtec marketing manager George Wright, who developed the idea for the series. The videos feature Dickson liquefying a range of items divided into the ‘Try this at home” and ‘don’t try this at home’ sections. The ‘don’t try this at home’ section features some unusual items that portray the power of the blender — from marbles and golf balls to a thanksgiving dinner.

With a $50 spend and over 6 million visitors to their site in five days, Blendtec is destined to become an MBA business case classic. Have you seen this video?

A fake blog (also known as a flog, or “flogging”) is a blog that appears to be written by a respected blog author or internal company rep but, in fact, is written by an outside ghost blogger. As social networking tools gain in popularity, corporations and special-interest groups legitimately use blogs to promote company agendas with transparency and honesty without cloaking their identities. Flogs are corrupted and deceptive forms of marketing that, if exposed, can do great damage to reputation.

One notorious example was when public relations firm Edelman Worldwide created a fake blog in 2006 called “Walmarting Across America.” It was purportedly written by two Wal-Mart “enthusiasts” who decided to journey across the United States in an RV, blogging about the experience as they visited Wal-Marts along the way. While two people actually did travel across the United States in an RV, the publicity stunt was revealed to be paid for by Wal-Mart, a client of Edelman. What was intended to be positive press ended up as much negative press.

It’s an advertisers dream to have their product ride a major pop-culture wave for a low investment. The latest example of this is a viral video from a 31-year old, ex-video game designer, Matt Harding.

The “Dancing Matt” video that Harding created (initially in ’04) is a quirky but very charming example of video self-expression that had nothing to do with any product until Stride Gum contacted Harding prompted by the growing viral buzz. Just to have its brand associated with the video, Stride offered to pay Harding’s expenses for an upgraded version and several months of world travel — not exactly an easy thing to turn down if you’re an unemployed 31-year old, ex-video game designer with a travel fetish.

Two years and over 10 million views later, Stride Gum is reaping the benefit of major viral buzz and national PR from their association. A great case study, right? I’m not so sure.

“Exactly what connection the company sees between gum and a guy dancing, but not chewing, remains a bit of a mystery,” says the New York Times. The answer is that it has no connection. But what does it matter if sales go up? Stride reports an 8% increase in sales since their video sponsorship. What they may not make so obvious is that Stride Gum, which is owned by the London-based global confectionery Cadbury, is also running an independent, multi-million dollar, TV ad campaign. So how much of that 8%, which isn’t huge, can honestly be attributed to the video connection?

The video is truely unique, uplifting and memorable. And, kudos to Matt Harding for following his muse and getting a free ride on Cadbury. But, if you want to see a true example of smart, successful viral marketing, check out Blendtec’s “Will it Blend?” or Jib Jab’s “Bush/Kerry”.