What is social media? Is it tweeting your brand’s retail offers? Managing your branded Facebook page? Sharing company videos on YouTube?
But we think it’s much more than that.
We think it’s about involving an audience in your brand message. Exciting their senses; getting them to feel, think AND do something. Taking the brand message from the advertising channel and into their lives. That is what the ‘social’ part is all about.
As for the ‘media’ bit, well we don’t believe that it’s necessarily confined to social networking platforms either. Instead, we like to look for socially engaging ways to utilise the most effective media channels for each target market.
That’s why we love this cinema campaign by BMW.
BMW have found an impressive way to engage cinema audiences by using an image projection technique that leaves viewers with the BMW logo on their retinas once they close their eyes. Truly innovative for a cinema spot.
Not only that, the spot has all the tell tales signs of a BMW piece. It’s highly emotive, beautifully shot and taps into all the BMW brand propositions. Even I, as someone who’s never driven a motorbike, felt the adrenalin pump through my veins…. And the takeout – the logo etched in my mind (literally) was just the icing on the cake.
It’s a wonderful example of innovating in traditional media in a way that takes the brand into the lives (or the body in this case) of the audience.
Now who’s up for a test drive?