I've been getting a lot of visits looking at my previous post on BMW 1's launch in the US through their Rampenfest film. I'm guessing it's because the film's finally launched and the agency has crawlers out there tracking buzz... mmm.. maybe they should've started before the launch of the film, just a thought.
The film has finally launched. Go check it out for yourself. It's a very long, but well produced 30 or so minute documentary that is mildly (read not) funny but in the end you wish that you could get that 30 minutes of your life back. I'll save you the agony - they never jump the ramp.
Enough ranting. Here's where they could've improved:
1. Build better awareness upfront of the town, it's mission and more so, the event. Make me care not be a passive bystander in this. Invite people to the event, but of course being a fake ramp and a fake town, you're kinda screwed there. Unless you actually did build a ramp somewhere... now that would've been cool.
2. Promote the event, sell tickets, have a competition to find the best driver to do the jump. INVOLVE people with the idea. Spread rumors. People want to be involved, discuss and share and not just watch a passive clip.
3. Create online properties, extend the story beyond just the fake town's website, the marketing guy's myspace page and the blog of the producer. Fake can work, but then you really need to go through a lot of trouble to make people think... it sounds insane, but with all this info it looks kinda real. It's a thin line. The video has the potential (even though it could've been shorter and punchier) of doing that.
At a conference I once used a term for initiatives like this that have so much potential but stop short of actually involving people - half-assed. Someone in the audience then asked if it was a technical industry term. Maybe it should be...
I can only hope that this is not the end of this initiative and that maybe, just maybe there is going to be some rogue driver in the fake town that goes and jumps the fake ramp against all better judgement and that someone captures it on video.