BMW Digital, Case study DON'T BLOG ABOUT THIS by KKLD

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Industry Cars
Media Digital, Interactive & Mobile, Case study
Market Germany
Agency KKLD
Released September 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: BMW
Product/Service: PROTOTYPE CAR
Agency: KKLD
Date of First Appearance: Sep 6 2010
Entrant Company: KKLD, Berlin, GERMANY
Entry URL:
Chief Executive Officer: Alexander Diehl (KKLD)
Chief Technology Officer: Stephan Lämmermann (KKLD)
Director Digital Strategy & User Experience: Christoph Riebling (KKLD)
Digital Concept: Nicolai Knoll (KKLD)
Head of Design: Sascha Burk (KKLD)
Marketing: Florian Resinger (BMW)
International Adverstising Digital Media & Sales Literature: Björn Ollhäuser (BMW)
International Adverstising Digital Media & Sales Literature: Lisa Steinhauer (BMW)
Media placement: Website Blog - On Top Raking Web Publications Virally - 06.Sep.2010
Media placement: Blog URL/message Printed On Actual Prototype - To Be "spy-Shot" During Testing - 06.Sep.2010

Insights, Strategy & the Idea
Our objective was to raise awareness for the new developments of their latest prototype not only among car enthusiasts but also among a mainstream global audience. So we wanted get international media coverage before the official “start of communication”

In the development stages, however, the car still needs to be tested, and some testing grounds need to be kept secret from paparazzi. That said, a whole functioning vehicle is not so easy to camouflage, and the media love exposing secrets. We wanted to exploit this fact and use the upcoming awareness for PR purposes.

Creative Execution
Instead of struggling with spy shots and gossip of the latest car prototype by BMW during testing, we turned the problem of information leakage into a marketing campaign.

We placed our campaign message “” on the actual prototype. Thus, every spy shot lead viewers to our site: an unbranded blog with the first mysterious images and videos about the new car.

As we were not able to reveal details of the car before official start of communication we introduced a guessing game in which the photos and videos only gave hints and let the blogosphere and media do the rest.

The motto and URL “Don’t blog about this” ( added to the intrigue as it used reverse psychology and the company’s opposite intention was obvious: Start a global conversation over the upcoming vehicle from BMW.

Results and Effectiveness
The blogosphere is very self-referential. Once the story appeared on “” it began to spread quickly among the web internationally and achieved significant mainstream media coverage.

Consequently, in less than three months we gained: over 500,000 video views on Youtube, 420,000 new fans on the BMW Facebook site, 200,000 picture views on flickr, and appeared in over 180 websites around the world (that we know of) such as The New York Times, USA Today, Top Gear, Wired Vision (Japanese edition of Wired) and Spiegel.

All of this was achieved with no media spend.