Remember the days of dreaming that you were James Bond, driving the latest BMW roadster while being chased by a villain? Your palms are sweating, your heart is racing, and your eyes are fixed on the road ahead.
Well, BMW of North America last month ended a 21/2-month Internet campaign devoted to making the adventurous fantasies of 007 dreamers come true. Starting Nov. 2, Web surfers could go to www.bmwusa.com and easily download a game that treated them to wild car chases and missile dodging right in the comfort of their office or home.
More than half a million people visited the special site, and approximately 100,000 actually downloaded the game that featured a Bond edition Z8 as its main attraction. Bob Molhock of Fallon McElligott, the ad agency responsible for BMW's Web site innovation, reflects on the several hundred-thousand-dollar project as a major success for BMW.
'BMW is an experiential brand, and the game allowed potential consumers not only specific product information, but also a chance to get involved with the BMW experience.'
The link was not necessarily designed to sell a $125,000 Z8 convertible as much as it was intended to present the exclusive image of BMW to players who had a great time acting like an international secret agent straight from the latest Bond movie, The World is Not Enough.
The special link also offered an online catalog of Z8 photos and information, as well as a short history lesson on the James Bond series. Despite the success of the site, BMW has taken the game off the site because of the licensing terms it has with MGM Studios, which makes the James Bond movies.