BMW Brings Crop Circles to China in “UN1QUE For One” Campaign

  • December 8, 2011
  • Marketing
  • Comments Off on BMW Brings Crop Circles to China in “UN1QUE For One” Campaign

BMW Brings Crop Circles to China in “UN1QUE For One” Campaign

This summer BMW brought crop circles to China launching a viral campaign to their ‘Unique For One’ range. BMW launched three viral campaigns relating to the crop circle, UFO theme. BMW released fake photos, eye witness stories about an alien crop circle, and even a fake news report. The campaign lasts through December and in the final stages of this viral ad campaign BMW will invite Chinese to join the BMW 1 Series driver challenge event. Two people will win the opportunity to drive a BMW for a year. Why not give away the cars BMW?

According to the BMW Blog, “Reports of a mysterious pattern in the Gobi Desert in China showed up on the Internet on August 17th. Shortly after, the Chinese media, including magazines, newspapers and state TV stations, reported on the strange phenomenon, some of them even mentioning UFOs. “  BMW waited a whole week until they said it was part of their viral marketing campaign.

The original posting of the photos has now been forwarded over 46,500 times and tallied over 18,000 comments. A major news portal in China, Sina, reported that the possible “UFO” was nothing more than a BMW marketing campaign called “UN1QUE For One.”  On this one report alone there were 300,000 reactions to the story.

I believe viral marketing campaigns are the most effective form of marketing in new media. Viral campaigns that generate free publicity through news, magazines, newspapers, Twitter, etc.

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