After a 10 year hiatus from the Super Bowl, luxury auto manufacturer BMW is jumping back into the year's biggest advertising showcase with both feet.
At a cost of at least $6 million ($3 million/30 seconds), BMW is coming back to the Super Bowl with two commercials and an integrated Facebook contest. Considering what's at stake in the coming year, BMW feels that $6 million will be well worth it.
"We're in the window of our biggest launch period in history and the Super Bowl gives us the stage to make that big impact," BMW Marketing Communications Manager Stacy Morris told Ad Age in December.
Approximately 60% of Bayerische Motoren Werke AG's model lineup is brand new between 2010 and 2011. While we don't know how many of those new vehicles will make it in front of Super Bowl viewers, thanks to Facebook, we do know that the BMW X3 will.
Hoping to increase anticipation for the commercial and increase Facebook likes, the Munich-based manufacturer began promoting a contest on the social media site a few weeks back that offers a grand prize of a free, two-year lease on a BMW X3 to the person who correctly guesses all of the options that will be included on the Super Bowl-featured X3. In exchange, contestants must let BMW access all their Facebook information and network information.
Will this turn off prospective buyers? Would it turn you off?
Source: BMW to Make Super Bowl Comeback After 10 Years, adage.com, 12/2/10
if i'm not mistaken, this isn't any different than "allowing" any other game or company from accessing your info. i think it's expected these days.
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