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In the early 90’s, BMW took aim at the Miata and developed a monster roadster. To build it, they invested an enormous sum in a state-of-the-art assembly plant in Spartanburg, S.C.
Led by VP Marketing James McDowell, the BMW marketers were fiercely disciplined guardians of their ultimate driving machines.The Z3 was a sexy car which they thought was the perfect vehicle to test what we now call a non-traditional launch or an integrated marketing campaign.
dick clark corporate productions was one of thirty companies invited to bid. Our concept was to make the Z3 “part of the American landscape”. It took four rounds but we won the business.
Our program would leverage the car’s appearance in the new James Bond movie, GoldenEye, and sustain the buzz, driving sales until the car became available in showrooms three months later.
• We created a Special Bond Edition Z3 for the Neiman Marcus Christmas Book - 100 units sold out in 48 hours.
• To celebrate the premiere of GoldenEye, we staged a Z3 ride and drive for the press in Central Park.
• There was a national radio program where we gave DJs cars to create their own promotions.
• We placed the car in a Hootie and the Blowfish music video.
• We took the car (actually four) from Savannah, Georgia to Gold Beach, Oregon filming and photographing it as we went to create a centralized image bank for use by all BMW suppliers.
• We created a direct marketing video called GO! with the theme “feel the wind in your soul”, and a 60 second trailer for use in movie theaters - the precursor of the highly successful BMW Film Series.
The first year's run of 5,000 units sold out.
The campaign won MGM and BMW the Super Reggie award for integrated marketing. It was also the subject of a Harvard Business Review case study, Launching The BMW Z3 Roadster, which we will be glad to send you, just ask.
