BMW Turns to the Web for Its 1-Series
MUNICH, GERMANY – A campaign for a new model from BMW, introducing the BMW1-Series - a compact in coupe and convertible versions - is now under way. The car starts at$28,600, according to www.nytimes.com. The campaign seeks to reassure potentialbuyers that the new model is indeed a “pure BMW” despite being smaller and lessexpensive. '
The ads are the result of a collaboration between two agencies:GSD&M Idea City in Austin, Tex., part of the Omnicom Group, and Dotgluin New York, part of the Kirshenbaum Bond & Partners division of MDC Partners.
Almosthalf the spending for the campaign, estimated at $15 million to $25 million, isbeing devoted to online media. The online elements of the 1-Series campaigninclude letting members of Facebook, the social-networking Web site,design virtual cars and send them to Facebook friends; buying dominantpositions, known as take-overs, on the home pages of msn.com and yahoo.com;posting video clips on YouTube; and developing a microsite devoted to the1-Series (bmwusa.com/new1).