In the past few years there have been examples of how companies have take advantage of the web to steal thunder from ad campaigns, such as the Pontiac vs. Mazda fiasco from a few years ago. But it’s not often you see it happen in such a large scale in the physical world:
BMW billboard from Juggernaut Advertising on Vimeo.
The lesson here is nothing new, but you must use your competitors advertising moves as a potential opportunity. That would have been good. But they’ve taken it even further, into social media to boost the effect (this video has over 2600 diggs at present, meaning it’s spreading and being shared to tens of thousands of people.) Surely the explosive effect of the web has multiplied the BMW dealer’s return on investment many times over. Home Run folks.
I’m impressed not only by the Guerilla technique employed but the social media follow up. Do you have such opportunities to leverage?
