Date post: | 16-Jan-2015 |
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VIRALMARKETING CAMPAIGN
BMW Viral Marketing Campaign A series of Short Films
THE HIRE
(2001-2002)
IntroductionBMW launched a campaign of 8 short films named” The Hire”
Exclusively for internet users
Involved popular film makers from across the globe
Starred “Clive Owens” in all the films
Launched season one in 2001 and season two in 2002
Highlighted the High performance aspects of various BMW cars
FeaturesOne of the earliest marketing attempts on the internet
Used passive style of advertising..
Average time of each video : 10 minutes
No support of YouTube
Projected the theme “the ultimate driving machines”
A central theme in all the videos
Season 1 (2001)Based on a serious theme with few part of action
and comedy
Used a lot of BMW models in the series
Released short films AmbushChosenThe FollowStarPowder Keg
Season 2 (2002)Based on the theme flash and fun
Used only one BMW model Z4 Roadster
Released short filmsHostage
Ticker
Beat the Devil
Tools used for Digital/Viral MarketingBMW Audio-books
Contest, Game & Party
The Subplot films
Free DVDs on BMW dealership showrooms
Magazine : Vanity Fair
Got positive media review
Continue….Airing the entire series on empty satellite
channel (Direct TV)
Cannes film festival
BMW Films website
Through “Dark Horse Comics”
Achievements12% increase in 2002 year sales over 2001Significant improve in dealer traffic More than 11 million viewers within four
months of launch. 2 million registrations on BMW website
within few months.Most of viewers sent the link to their friends
and relatives.More than 100 million views in the next four
years and still continue…
Vodafone zoozoocampaign
Introduction
Created to promote the Value Added Services (VAS)
Launched during IPL Season 2 (2009)
Vodafone came up with this campaign with its advertising agency Ogilvy.
ObjectivesTo have a share of immense public attention
during IPL season 2
To make their target consumers aware of the VAS
they offer
To differentiate themselves from others
To release an ad during the IPL season 2 for sustaining viewer’s interest
ConceptTo have simplest ads with a strong flavor of
fun & madness.
Each ad will tell a story which can touch people daily lives.
Limited use of colors.
ZOOZOOsFunny looking white bodied creatures.
Egg headed, black dots as their nose and eyes.
Semi alien , Semi human
Critical ElementsZooZoos have their own language
Their expressions and body language
emoticons
Costume Design and artwork
‘Live’ animation
Digital SpaceMicrosite Quizzes and contests, downloading wallpapers,
screensavers & ringtones, details on IPL
You Tube specially created You Tube channel for watching
& sharing of TVC’s
Facebook & Twitter fan page, updates, special tag me images,
ZooZoo laughter, music tracks& ad previews
Vodafone launched 25 ZooZoo ads everyday during IPL 2009
http://www.youtube.com/watch?v=efRNKkmWdc0
ZooZoo merchandise, bags, keychains, T-shirts were also made available
AchievementsLiked by people of all ages.
Won three accolades – two gold & one silver at Asia Marketing Effectiveness(AME)
Won A gold & a silver in ‘Most effective use of advertising’ category & ‘Best integrated marketing campaign’ category
Won a gold in the ‘Most Effective use of interactive marketing’
Sourceshttp://www.amplimark.com/branding-and-marketin
g/BMW-films.shtml
www.bmw.com/
http://twistedsifter.com/2009/08/bmw-films-the-hire/
http://www.afaqs.com/perl/news/story.html?sid=23893
http://www.thehindubusinessline.com/todays-paper/article1050629.ece?ref=archive
http://indiatoday.intoday.in/story/Vodafone%27s+Zoozoo+campaign+wins+award/1/91736.html
Thank You
Shatakshi GuptaYogesh Garg