Original Post From: Blogging Innovation(June 3, 2010) by: Braden Kelley
“I came across the following video of a BMW advertising installation thanks to a tweet from Blogging Innovation contributor @RowanGibson and I think it serves as a perfect case study of how one firm – in this case BMW – can succeed and fail in utilizing some of the modern incremental innovations in the traditional marketing methods (including social media) to bond itself to an emotion – in this case ‘joy’.” (more…)
My Quick Take…
An example of an excellent idea that has been poorly executed so far. Marketing is about reaching out to a specific audience who is or can be passionate about your brand. I think you gave a good list of reasons why this campaign is a current failure, and that companies like BMW should be reading this. It’s such a waste to see good ideas come to a stop when they aren’t carried out in a way that touches its intended market.
Big ideas lose their potential to become great when they don’t reach those who can pass them on, build momentum, and make that initial spark catch brilliant flame. Metaphors aside, companies and their agencies are responsible for translating their initial ideas into something their market can consume. Concepts should not stop at just being new and exciting. They should also be relatable, relevant, and useful as well.
I think BMW should pay attention, listen, and salvage this idea from being forgotten. Potential is nothing without opportunity. It’s every good marketer’s job to open doors for their brands and customers.