Marketing, Viral Campaign

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