BMW launched "The Hire" viral marketing campaign in 2001-2002 featuring short films starring Clive Owen promoting BMW cars. It was one of the earliest internet marketing attempts and consisted of 8 films directed by top directors. Season 1 focused on serious themes while Season 2 emphasized flash and fun using only the BMW Z4. The campaign was a major success, receiving over 100 million views and significantly increasing BMW's 2002 sales and dealer traffic.

2. BMW Viral Marketing Campaign

3. Introduction
 BMW launched a campaign of 8 short films named” The Hire”
 Exclusively for internet users
 Involved popular film makers from across the globe
 Starred “Clive Owens” in all the films
 Launched season one in 2001 and season two in 2002
 Highlighted the High performance aspects of various BMW cars

4. Features
 One of the earliest marketing attempts on the internet
 Used passive style of advertising..
 Average time of each video : 10 minutes
 No support of YouTube
 Projected the theme “the ultimate driving machines”
 A central theme in all the videos

5. Season 1 (2001)
 Based on a serious theme with few part of action and
comedy
 Used a lot of BMW models in the series
 Released short films
 Ambush
 Chosen
 The Follow
 Star
 Powder Keg

6. Season 2 (2002)
 Based on the theme flash and fun
 Used only one BMW model Z4 Roadster
 Released short films
 Hostage
 Ticker
 Beat the Devil

7. Tools used for Digital/Viral Marketing
 BMW Audio-books
 Contest, Game & Party
 The Subplot films
 Free DVDs on BMW dealership showrooms
 Magazine : Vanity Fair
 Got positive media review

8. Continue….
 Airing the entire series on empty satellite channel
(Direct TV)
 Cannes film festival
 BMW Films website
 Through “Dark Horse Comics”

9. Achievements
 12% increase in 2002 year sales over 2001
 Significant improve in dealer traffic
 More than 11 million viewers within four months of
launch.
 2 million registrations on BMW website within few
months.
 Most of viewers sent the link to their friends and
relatives.
 More than 100 million views in the next four years and
still continue…

10. Vodafone zoozoo
campaign

11. Introduction
 Created to promote the Value Added Services (VAS)
 Launched during IPL Season 2 (2009)
 Vodafone came up with this campaign with its
advertising agency Ogilvy.

12. Objectives
 To have a share of immense public attention during
IPL season 2
 To make their target consumers aware of the VAS
they offer
 To differentiate themselves from others
 To release an ad during the IPL season 2 for
sustaining viewer’s interest

13. Concept
 To have simplest ads with a strong flavor of fun &
madness.
 Each ad will tell a story which can touch people daily
lives.
 Limited use of colors.

14. ZOOZOOs
 Funny looking white bodied creatures.
 Egg headed, black dots as their nose and eyes.
 Semi alien , Semi human

15. Critical Elements
 ZooZoos have their own language
 Their expressions and body language
 emoticons
 Costume Design and artwork
 ‘Live’ animation

16. Digital Space
 Microsite
Quizzes and contests, downloading wallpapers,
screensavers & ringtones, details on IPL
 You Tube
specially created You Tube channel for watching & sharing
of TVC’s
 Facebook & Twitter
fan page, updates, special tag me images, ZooZoo
laughter, music tracks& ad previews

17.  Vodafone launched 25 ZooZoo ads everyday
during IPL 2009
http://www.youtube.com/watch?v=efRNKkmWd
c0
 ZooZoo merchandise, bags, keychains, T-shirts
were also made available

18. Achievements
 Liked by people of all ages.
 Won three accolades – two gold & one silver at Asia
Marketing Effectiveness(AME)
 Won A gold & a silver in ‘Most effective use of
advertising’ category & ‘Best integrated marketing
campaign’ category
 Won a gold in the ‘Most Effective use of
interactive marketing’

19. Sources
 http://www.amplimark.com/branding-and-marketing/BMW-
films.shtml
 www.bmw.com/
 http://twistedsifter.com/2009/08/bmw-films-the-hire/
 http://www.afaqs.com/perl/news/story.html?sid=23893
 http://www.thehindubusinessline.com/todays-
paper/article1050629.ece?ref=archive
 http://indiatoday.intoday.in/story/Vodafone%27s+Zoozoo+campaign+
wins+award/1/91736.html

20. Thank You
Shatakshi Gupta
Yogesh Garg