BMW-web.tv & die GINA Story.

Seit September 2007 betreut Knallgrau das Video Seeding der Plattform www.bmw-web.tv. Bis dato wurden 249 Videos auf verschiedenen Distributionswegen geseedet (iTunes Abo, YouTube, Metacafe, DailyMotion, Veoh, Yahoo Video) und damit über 5,5 Mio VideoViews erzeugt.

Im Juni 2008 konnte mit der GINA Aktion weiters ein außergewöhnlicher Erfolg für den Kunden erzielt werden.

Am 05.06.2008 wurde ein Teaser Trailer über die geheime Überführung eines Top Secret Concept Car in das neue BMW Museum veröffentlicht und weltweit wurden die reichweitenstärksten Automotive Blogs über die geheime Aktion informiert mit dem Hinweis das 5 Tage später das Auto enthüllt wird:

BMW GINA Light Visionary Model: Trailer

In unzähligen Blogs, Foren & Co wurde anschließend darüber diskutiert welches geheime Concept Car BMW wohl präsentieren wird.

Schon kurz nach dem Erstkontakt fand sich das Video auf wichtigen Autoblogs wie dem Autoblog.com, bzw. Jalopnik, Carscoop, WorldofCarFans, sowie in hochfrequentierten BMW Foren weltweit wieder:

das Feedback der Blogger war großartig. Ein Beispiel von Carscoop, per Mail:

Hello Marcus,

This is John from Carscoop. We would like to thank you for choosing Carscoop among the selected blogs to send this information. As you can see, we immediately uploaded a post on the Gina Concept.

It is very encouraging to see a company like BMW approaching the automotive blogosphere. Up until now, and with the exception of a few advertising / marketing companies who worked for European automakers (eg VW and Peugeot), GM has been the only carmaker who has seriously worked in this field.

However, from what I can remember, this is the first time that an automaker has decided to share information first with bloggers, then with the members of the press. Allow me to congratulate you on this move, as it shows that you understand the shift that is happening in terms of where buyers, fans, readers even journalists, get their information from.

Kind regards,
John Halas,
News Editor, Carscoop

Am 10.06.2008 wurde dann in München ein neues Concept Car namens “BMW GINA Light Visionary Model” präsentiert und an die Presse freigegeben. 5 Tage vor der weltweiten Kommunikation an die Presse wurde ein Teaser Trailer über die geheime Überführung des Concept Cars in das neue BMW Museum mit großem Erfolg geseedet.

BMW GINA Light Visionary Model: Premiere

Die YouTube Version des Enthüllungsvideos wird weltweit massiv nachgefragt und findet sich in verschiedenen YouTube Charts wieder (Auszug / Stand, MI 11.06.2008, 12:00):

#2 – Most Discussed (Today) – Germany
#1 – Most Discussed (Today) – Autos & Vehicles – Germany
#2 – Most Discussed (Today) – Autos & Vehicles
#9 – Most Discussed (This Week) – Autos & Vehicles – Germany
#2 – Most Responded (Today) – Autos & Vehicles – Germany
#10 – Most Viewed (Today) – Australia
#20 – Most Viewed (Today) – New Zealand
#14 – Most Viewed (Today)
#9 – Most Viewed (Today) – Brazil
#3 – Most Viewed (Today) – Russia
#2 – Most Viewed (Today) – Autos & Vehicles – Germany
#1 – Most Viewed (Today) – Autos & Vehicles – Australia
#1 – Most Viewed (Today) – Autos & Vehicles – Canada
#2 – Most Viewed (Today) – Autos & Vehicles – United Kingdom
#2 – Most Viewed (Today) – Autos & Vehicles – Ireland
#2 – Most Viewed (Today) – Autos & Vehicles – India
#1 – Most Viewed (Today) – Autos & Vehicles – New Zealand
#1 – Most Viewed (Today) – Autos & Vehicles
#4 – Most Viewed (Today) – Autos & Vehicles – Spain
#1 – Most Viewed (Today) – Autos & Vehicles – Mexico
#2 – Most Viewed (Today) – Autos & Vehicles – France
#4 – Most Viewed (Today) – Autos & Vehicles – Italy
#5 – Most Viewed (Today) – Autos & Vehicles – Japan
#1 – Most Viewed (Today) – Autos & Vehicles – South Korea
#2 – Most Viewed (Today) – Autos & Vehicles – Netherlands
#5 – Most Viewed (Today) – Autos & Vehicles – Poland
#1 – Most Viewed (Today) – Autos & Vehicles – Brazil
#1 – Most Viewed (Today) – Autos & Vehicles – Russia
#4 – Most Viewed (Today) – Autos & Vehicles – Hong Kong
#1 – Most Viewed (Today) – Autos & Vehicles – Taiwan
#14 – Most Viewed (This Week) – Autos & Vehicles – Germany
#13 – Most Viewed (This Week) – Autos & Vehicles – Ireland
#13 – Most Viewed (This Week) – Autos & Vehicles
#14 – Most Viewed (This Week) – Autos & Vehicles – France
#13 – Most Viewed (This Week) – Autos & Vehicles – Netherlands
#4 – Most Viewed (This Week) – Autos & Vehicles – Brazil
#3 – Most Viewed (This Week) – Autos & Vehicles – Russia
#10 – Most Viewed (This Week) – Autos & Vehicles – Taiwan
#1 – Top Favorites (Today) – Germany
#8 – Top Favorites (Today)
#1 – Top Favorites (Today) – Autos & Vehicles – Germany
#1 – Top Favorites (Today) – Autos & Vehicles
#3 – Top Favorites (This Week) – Autos & Vehicles – Germany
#1 – Top Rated (Today) – Germany
#1 – Top Rated (Today) – Autos & Vehicles – Germany
#1 – Top Rated (Today) – Autos & Vehicles
#4 – Top Rated (This Week) – Germany
#1 – Top Rated (This Week) – Autos & Vehicles – Germany
#2 – Top Rated (This Week) – Autos & Vehicles
#19 – Top Rated (This Month) – Autos & Vehicles – Germany

Seit heute findet sich der Content auf weltweit wichtigen Blogs die über den Automotive Sektor hinausgehen. So berichtet das WIRED Blog heute über BMWs neues shape shifting car:

Screenshot-Wired-Blog-BMW-Gina-Concept-Car

37signals berichtet ausführlich über BMWs faszinierende Autostudie:

Screenshot-37signals-Blogbeitrag-GINA-Concept-Car-Study

Disclaimer:
Ich bin bei Knallgrau Projektleiter und Key Account Manager für BMW und habe zusammen mit Andreas dieses laufende Projekt in den letzten 12 Monaten umgesetzt.

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