We launched the 1-Series in Canada
Everyone gets 1.
When BMW Canada asked for us to help launch the new 1 Series we created a launch event specifically geared to consumers who were ready to buy. The team at Teehan+Lax had deep experience in the automotive industry so we knew there are always ride-and-drive events that happen around the launch of a vehicle. Our campaign was designed to find a Beta Team of test drive candidates.
We created the “Not Everyone Gets 1T” campaign with a mysterious microsite, Facebook voting application, display ads, blogosphere PR and 4 national eBay charity auctions. The only way to get a seat for one of the four regional events was to register, participate and hopefully, make the cut. Participation was key. Beta Team members were encouraged to collect interesting 1 Series links (voted on by the community), have their friends “click” them into a seat via the Facebook application, or participate in time-sensitive email and SMS seat giveaways.
This project demanded the smooth coordination of activities across a number of BMW vendors. Our group worked closely with Cundari and Blast Radius to ensure success.
Dave Stubbs | Duncan Porter | Peter Nitsch | Greg Bolton | Phil Bonnell | Jason Kahn | Jonas Naimark | Paul Reiss | Tim Willison (Oddly Studios) | Byron Bignell (CoD)