Draftfcb/Lowe Group: Viral mailing created for BMW
BMW (Switzerland), in collaboration with Draftfcb/Lowe Group, has come up with a very special Christmas mailing: the world's fastest Christmas card for the new BMW M5.
According to the agency, recipients of the mailing received a card with an unusual drawing, and it took a lot of imagination to guess that it was supposed to be a Christmas motif. However, the recipients were enlightened on the inside of the mailing. The Christmas greeting was created on the passenger seat of a new BMW M5 - at full speed on a race track. Via QR code or via the link Fastestchristmascard.ch recipients of the mailing can watch the film documenting the creation of the card.
The mailing and the film accompanying the mailing have since gone viral, as the press release goes on to say. The Christmas mailing itself is now being sent from fan to fan in BMW blogs worldwide and is even being traded as a "collector's item". On YouTube and on the microsite, the documentary has generated over 100,000 views within 72 hours. According to the agency, BMW (Switzerland) has achieved something very special: a viral mailing.
Responsible at BMW (Switzerland): Mark Backé (Head of Marketing), Roger Calisi (Head of Marketing Communications), Miranda Amsler (Advertising and Trade Marketing Specialist), Regula Wieser (Direct and Online Marketing Specialist). Responsible at Draftfcb/Lowe: Dennis Lück (Executive CD), Christoff Strukamp (AD), Maximilian Kortmann (Text), Rolf Jeger, Kirstin Brand (Consulting), Daniel Tschanz (CD Online). Directed by: Götz Hudelmaier. Production: Lamar Hawkins, Christopher Novak (both Pumpkin Film), Florian Görlich (Bavaria Film). Illustrator: Gavin Patterson. Station (programming).
