Early next year, BMW aligned to the latest “marketing standards” and launched the “Rampenfest” viral video which was supposed to keep us on our toes prior to the new 1 Series Coupe launch. The viral marketing initiative transposed onto the new X1 as well and just a few days before the unveiling at the Paris Motor Show, a BMW video created lots of buzz all over the internet.
Now with just a few weeks before the official unveling of the BMW X1 production model, BMW has stepped up their creative marketing efforts and launched a serious of viral videos onto a Youtube channel and also, on a Facebook page dedicated to the X1.
Now if you’re expecting to see any sign of the X1 in these videos, you might just go ahead and move along. These videos are simply a way to promote the latest BMW marketing theme: “Joy”. We spoke about that yesterday when BMW AG announced GSD&M Idea City as becoming the lead global agency of creative for BMW brand advertising communications. The first task for GSD&M is the development of a new global communication campaign focused on the “Joy” theme.
Could these videos be part of that?