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Social creative: BMW’s creativity contest capitalizes on desire
February 20, 2012 by creative · Leave a Comment
How creative can you be in 5.9 seconds? To put that in perspective, it’s probably taken you that long to read this far. A mere shaving off six seconds, it’s the 0-60 time for the new 328i 3 Series, and it’s also the length of the videos being submitted to BMW’s Facebook page, where fans can win their very own model. The ‘0 to Desir3’ contest sees BMW call upon its fans to submit 5.9-second videos depicting just how much they love, want and need the car in their lives. The competition will run until March 9 th , when a panel of judges will select a shortlist of 30 entries which will then go to a public vote to determine the overall winner of the car. The campaign had been live for a matter of hours and already entries were pouring in. Some users took advantage of their video-editing skills , others merely capitalised on the adorableness of their kids. Video contests like this tend to do pretty well as everyone has access to a webcam or digital camera nowadays, and evidently 5.9 seconds is not going to demand a masterful cinematic effort (Doritos has run similar video-making contests in the past, always to great success). Interestingly, no mention of the competition at its launch on BMW’s Facebook wall itself – perhaps this is an effort to moderate the inevitable deluge that the app and the brand’s YouTube channel will face in the coming weeks