Combine innovative thinking, a crowded downtown and the latest technology and you have the makings of a guerrilla marketing hit. Using ultra cool architectural projection mapping, BMW launched it's Joy campaign in Singapore with 3D live video imaging on downtown buildings to absolutely stun the crowds below. This new technology projects 3D images onto a flat surface, in this case, several large buildings in the middle of the city.
When the video starts, hands come in and rip away the facade of the building, leaving dark empty space. Then, images start to appear. The building reappears and disappears several times throughout the presentation. The looks on the faces of the people watching pretty much tell you how incredible it looks in real life, especially when it is something that catches you by surprise. And, when done well, that's what good guerrilla marketing does – it surprises you, captures your attention and gives you a reason to share the experience with others who weren't there to experience it for themselves.
Jamie McCarthy, who submitted this for our "companies doing it right" feature, said, "The beauty of this stunt is that not only is it happening live, but thousands are recording it with their phones and sharing it with the world through their own social media spaces – and this, to me, is how best to "wow" people, get them to become brand advocates and tell each other about a brand and what it is about, rather than the brand telling us what they are all about. The video speaks volumes. I really can't add anything more other than, why didn't I think of that?"
So, we'll go ahead and let the video speak for itself. Enjoy.
BMW Asia – Joy 3D
Now we've featured local, regional, national and international companies. Let us know what companies you think are doing something right in their marketing, branding or corporate culture. You can submit them by leaving a comment here, sending us an email at fans@yaffe.com, sending us a tweet or posting on our Facebook page.
Mike McClure, Exec Creative Director & Social Media Guy
I agree that the iPhone is the single the most significant technological device, but I think Google is the tech story of the last 10 years. The massive amount of information collected by Google (and to a lesser extent other search engines), and disseminated to government and the private sector, is going to exert enormous influence on commerce, culture and economics for decades to come.
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