Head over to YouTube.com where BMW has launched a video contest with a home page takeover. The contest is fun, creative, and the prize is pretty fantastic – win a BMW 3 Series! I worked on the digital strategy behind this effort and have to say it’s really exciting to see your recommendations become a reality.
The effort is part of the larger DESIR3 campaign that is focused on raising awareness of the all new BMW 3 Series. For this particular work, the original challenge was to develop a recommendation around how to fully leverage a large media buy and amplify the media value beyond the impression and click. What we did was create a program that lives longer than one single day (during the homepage takeover).
How it works: Show BMW how much you DESIR3 the new 3 Series in 5.9 seconds or less and it's yours - but you have to be as quick as the 3 - which hits 60mph in 5.9 seconds.
One of the driving activation insights behind this effort is that collective branding via user generated content (UGC) can help aspirational drivers feel an emotional connection to the brand. And further, co-creation generates creative assets that spread! I posted my video last Friday and it already has over 1000 views (see bottom of post). If you start to project that engagement out with hundreds or thousands of submissions you inevitably see a nice amount of earned media value.
As a final thought - whenever working in UGC, it’s important to offer some creative structure to participants – or else it just becomes a free for all that loses site of the campaign and brand message. The structure we provided was focusing on an emotional brand value and placing limits on the submission to 5.9 seconds. "Less is more," right? The cumulative effect – beyond media exposure and awareness – is that BMW’s DESIR3 means something completely different after this partnership with consumers has taken place. In today's modern media landscape, brands need to show that willingness to cede some control to their enthusiasts.
If you don’t have time today, the contest will live on after our take over media. The amount of time you have to enter is, of course, 3 weeks.
Here's my submission - I shot it on the Super 8 iPhone App!