I really have been away for too long – only found out about this insanely great advert through my rss reader.
I’m not so much amazed by the creativity as by the logistics that the BMW team put together.
After working with new media for a bit now, i believe these publicity events are more effective than single adverts in traditional media, which in turn include print and TV ads. That’s simply because these stunts that are unique and uncommon easily trigger a social media response from the people, from mobile snapshots to uploads on an iPhone. Given that the barriers to interpersonal communication are at an all time low with the proliferation of social networks, adverts of a physical nature have never been so powerful.
Case in point – the hype and coverage surrounding the launch of the iPhone and iPads were instrumental in effecting the large sale volumes that apple mustered in recent years. Social networks combined with a fanatical desire for the device ensured a self-sustaining movement that in turn led to more sales. And together with free coverage in news networks and other traditional media avenues, this could have been one of the greatest value-for-money marketing campaigns.
Either way, hope you enjoy the video. And if you’re Singaporean, hope it gets you all fuzzy as well. :)
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