The concept was simple: Show us how much you Desir3 the all-new 3 Series, and it could be yours. We called the contest, “0 to Desir3 in 5.9 Seconds." All users had to do was create the most innovative and epic 5.9-second video to win the car. The time is a reflection of the car’s 0-to-60 mph speed. The contest was designed to engage future BMW owners and fans and have them express their desire for winning the all-new 3 Series. We developed a phased approach and strategic rollout to maximize the brand’s social channels. To expand this reach, the contest was extended into BMW USA’s Facebook page. Between YouTube and Facebook, BMW could reach enthusiasts and a younger audience—its next generation of drivers. By tapping into a culture of creation and consumption, and extending the social conversation around the all-new 3 Series for six weeks (three weeks to enter, three weeks for judging/voting), the contest successfully reached BMW enthusiasts and new fans. We received more than 2,000 entries, generating more than 2.4 million video views and gaining 1.7 million impressions on Twitter. YouTube brand channel subscriptions grew 100% and Facebook fans increased by 244% compared to the previous 51 days.
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