The message "No Fake Reproductions Here" emerges against a backdrop of shiny gears and tinny, space-age music. That's followed by the hum of an engine, a BMW racing along a sunny speedway and an invitation to learn more by visiting BMWUSA.com/protection.
In this 46-second video there is no narration, just short, simple phrases designed to whet the viewer's appetite for more information. BMW Financial Services posted it a month ago on YouTube.com, and the video has lured more than 115,000 viewers.
"We're pleasantly surprised," says Shaun Bugbee, BMW Financial's vice president of sales and operations.
The video, BMW Financial's second venture into viral video as an advertising medium, targets an older demographic than its first video promoting Mini aftermarket protection products. The cheeky, humorous 1:16 spot, which featured a young, amorous couple parked in a Mini Cooper, has drawn almost 406,000 views in the five months since its launch.