BMW Canada 1 Series Launch

“Break the CRM boilerplate”

The team here has pretty deep experience in Automotive so one thing we knew is that there are always ride-and-drives that happen around the launch of a vehicle. Traditionally, these are only open to the press and suppliers. Our thought? Why not create a drive event specifically geared to consumers who are ready to buy. So we set out to find a Beta Team of test drive candidates.

We created the “Not Everyone Gets 1T” campaign with a mysterious microsite, a Facebook voting application, subtle non-branded ad units and 4 national eBay charity auctions. The only way to get a seat in one of the four drive events (Vancouver, Calgary, Montreal and Toronto) was to register, participate and hopefully, make the cut. And participation was key. Beta Team members were encouraged to collect interesting 1 Series links (voted on by the rest of the Beta Team), have their friends “click” them into a seat via the Facebook application, or answer a time based question sent via email to select members of the group. In addition, a person could purchase a seat in one of 4 eBay.com auctions, the proceeds of which went to the Make A Wish Foundation.

The campaign included a microsite, a Facebook voting application, subtle non-branded ad units and 4 national eBay charity auctions.