April 14, 2008

BMW Turns to the Web for Its 1-Series

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MUNICH, GERMANY – A campaign for a new model from BMW, introducing the BMW 1-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 potential buyers that the new model is indeed a “pure BMW” despite being smaller and less expensive. '

The ads are the result of a collaboration between two agencies: GSD&M Idea City in Austin, Tex., part of the Omnicom Group, and Dotglu in New York, part of the Kirshenbaum Bond & Partners division of MDC Partners.

Almost half the spending for the campaign, estimated at $15 million to $25 million, is being devoted to online media. The online elements of the 1-Series campaign include letting members of Facebook, the social-networking Web site, design virtual cars and send them to Facebook friends; buying dominant positions, 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 the 1-Series (bmwusa.com/new1).

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