The Facebook Graffiti application is a free program available to users through Facebook. The users are able to draw or “paint” on the simply designed program and share their artistic creations with the Facebook community. It seems cool, but how does it relate to the automotive industry?
BMW took the Graffiti program under its wing in order to promote the new BMW 1 Series with the BMW Graffiti Car Contest. BMW encouraged users to create a masterpiece using a provided outline of the BMW 1 series, basing their creations on “Career,” “Design,” “Digital Culture” and “Destination.“
As creations were submitted, other users were able to comment and rate the projects. BMW Judges selected the best submissions from the highest rated content. The top 5 creators won BMW Art Car models by artists such as Andy Warhol, while the 1st prize winner gets a $100 gift card to Amazon. Personally, I feel that the rewards are weak, and BMW should have shelled out more money for the campaign rewards.
BMW used this application in order to reach their target audience, which are 30-something-year-olds who are “up-and-comers” in their careers. The 1-Series, which is smaller and cheaper ($28,600) than traditional BMWs, is marketed to this younger audience as BMW attempts to gain new customers. The company believes this audience is technically savvy and will not only enjoy the application, but will spread the word to their friends. The campaign not only invites participation and a positive user experience, it is also a fun and creative means of communication for BMW.
BMW relied on Facebook’s viral marketing abilities to spread the campaign. The campaign was an instant success. There were over 9000 submissions in the first 7 days. Sales increased over 12% during the 3 month campaign, and the campaign itself was widely complimented through the blogosphere, even claimed by some as the best campaign in the industy. Their engaging style of advertising in uninvasive and actually entertaining, which are some of the recipes of today’s advertising success.
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