With the recent BMW 1 Series launch, the Munich based automaker has decided to turn to the Web for its 1 Series campaign. Almost half the spending for the campaign, estimated at $15 million to $25 million, is being devoted to online media. What seems to be even more fascinating is the collaboration between Facebook and BMW.
Facebook has become a major player in the social networking market, especially since its members were allowed to build applications. Basically, they can design virtual cars and then share with them with their friends. Other applications being developed include a “road trip,” which allows Facebook's users to send a BMW 1 Series car from on journey from one profile to another.
On top of this innovative idea, BMW has bought major advertising space on MSN and Yahoo, focusing mostly on their home pages. Also, a while ago, BMW has launched their 1 Series microsite.
In my opinion, BMW's move towards Facebook's members, is a clear sign that the german automaker is looking to attract the younger crowd, especially young professionals or recent graduates. Even though the price might not be very appealing, 1 Series is still cheaper than the 3 Series models and it of equivalent or better performance.
Here is a more detailed article on New York Times.