Weeks ago, BMWBLOG brought you exclusively the latest marketing gimmick from BMW. DontBlogAboutThis.com project was designed around the upcoming unveiling of the BMW Vision EfficientDynamics Concept “Full Runner”.
The marketing idea revolved around a viral marketing campaign that will spread from blogs to mainstream media and onto social media channels. After days of contemplating with the idea of breaking the news or simply waiting for more information, we decided to go ahead and play this game of “Not Blogging About That”.
Shortly after we went live with the first photos of a 6 Series model with strange thin wheels and a widebody, the news began to spread. From automotive websites to New York Times and USA Today, among many others, “DontBlogAboutThis” became a buzz word. Several teaser episodes followed and each one of them began to point to the BMW Vision EfficientDynamics Concept, but the series finale was somewhat of a letdown for the anxious BMW fans. The campaign promised to deliver more news at the Paris Motor Show, but instead, silence and secrecy took over.
Days later, a new date was shown for the next episode: November 5th. This time, BMW lived up to the expectations and invited a small group of selected journalists to view the first step in the BMW VED program, a prototype of the Vision Concept with fully functional drivetrain.
In the display, there was the E63 6 Series prototype that served as a test bed for the Vision Concept.