BMW Desert Circle (2011)
Client and agency BMW Group, Interone China
Role Storytelling, concept
Media Online
Client and agency BMW Group, Interone China
Role Storytelling, concept
Media Online
Information It will be one of the most successful viral campaigns in China. BMW stirred up hot discussions on another level together with leading digital agency Interone China.
In mid-August BMW China released a series of viral videos and pictures in social networks, showing that a giant mysterious pattern in the Gobi Desert in Western China has appeared.
Magazines, newspapers, social platforms, and even China's state media and worldwide media, all reported on the strange phenomenon. There was much chatter suggesting the involvement of UFOs for this.
The news spread fast and became a hot topic just as BMW released a branded high performance video revealing the answer: the large desert circle was created by a group of young people with BMW 1 Series cars.
This campaign focused on the precise and agile driving capabilities of the rear-wheel driven BMW 1 Series family and the young and unique image of the line of cars.
BMW leveraged the buzz of the campaign to release another fast driving video and recruited people to participate in a driving challenge event. They received an overwhelming amount of applications.
All six campaign videos combined generated more than 18 Million views, putting BMW China on top of the social network talk.