BMW Z4 Masterpiece

[source: CarType]

The "Expressions of Joy" campaign launched this week by BMW features a football size painting by the newly designed 2010 Z4 Roadster. This elaborate marketing strategy includes print, online, video, and mobile efforts. Inspired by the Art Car exhibit, a traveling exhibit that features famour artists who utilize BMW cars as their canvas, this new strategy utilizes the Z4 as the brush to a masterpiece.

The campaign utilizes the expertise of artist Robin Rhode and Filmmaker Jake Scott and began with an art installation at Grand Central Station in New York City. Scott documented Rhodes creating the art with paint dispensers on the back of the wheels of the Z4 and created a short film. This documentary aired on Saturday on Discovery HD. Footage was also captured for online viral videos. The artwork created will also be featured in out-of-home and print campaigns to help launch the new Z4.



This marketing campaign is ellaborate and creative. It stems from existing arts partnerships and collaborations which assists in its success. BMW didn't just do one component of the strategy, instead they blew it out to encompass several marketing outlets. If the campaign was strictly out-of-home or strictly viral it wouldn't have been as successful. BMW's marketing is always well thoughtout and executed. The campaign is on-brand and truely brings attention to the newly designed Z4. It also brings more attention to BMW's collaboration and dedication to the promotion of art and design. [source: MarketingDaily]



Check out the viral marketing as well.