There are adventures, there are Excellent Adventures and then there are ultimate adventures.
BMW Canada’s X1 Ultimate Adventure is a new contest launched last Thursday and gives BMW fans the chance to create a top-tier adventure for themselves. Toronto agency of record Cundari developed the creative.
Entrants are asked to plan an amazing adventure that incorporates the new X1 model and $20,000 worth of fun over a weekend anywhere in Canada with a friend.
The contest is part of the buzz campaign being built around the May launch of the X1, a compact “sports activity vehicle.”
A microsite through which contest entrants can apply will be integrated into BMW Canada’s Facebook fan page to coincide with the launch of the X1.
On May 30, 30 semi-finalists will be randomly chosen to produce a video about their proposed adventure. Of those, BMW will pick five videos based on their originality, creativity and adventure.
Then on June 20, the videos will be offered up on Facebook to the BMW Canada community to vote on. In August, the winning entrant will see their dream adventure become reality. Their ultimate adventure will be filmed and posted on BMW Canada’s Facebook page.
“This contest truly exudes BMW’s brand promise of exclusive experiences and creativity,” said Marc Belcourt, brand communications manager, BMW Group Canada, in a release. “The fact that we hand over control to the online community to select the winner and allow the winner to choose their experience embraces why we’re in the social media space.”
Additional support of the launch campaign will include ad units on NFL.com during the league’s player draft, as well as on Facebook and mobile devices.
And, as of today, mass TV support starts during top 20 programming.
The media buy was planned and executed by Media Experts.
