VH1, BMW Rock 'n' Road with Z3 Giveaway - marketing campaign - Brief Article

Brandweek, June 25, 2001 by David Finnigan

VH1 is giving away a BMW Z3 Roadster each night in July in a unique, initials heavy promotion.

"That's our new strategy. We only market by initials no," said Reggie Fils-Amie, VHl's new marketing svp.

For this campaign, valued at about $3 million, VH1 bought 31 Roadsters--base price about $30,000 each--for the nightly "My VH1 Free Ride" giveaway.

"It's such an engaging concept. So many people dream one day of owning a BMW," said Jim McDowell, marketing vp at BMW, a strong VH1 advertiser. "They want to make it their major promotion in their critical July period."

To win a convertible, VH1 viewers must watch the Viacom cable channel to uncover one to three clues in prime time shows--part of a push to highlight new programs during summer, when cable traditionally sees a viewer ship boost--such as Cover Wars and Rock Across America.

VH1's Fils-Amie said that along with buying the Z3s, the month-long giveaway includes $2 million in print and radio support. The bulk of the spending is in top 20 market radio, including Viacom's Infinity stations. BMW also gets exposure through contest mentions on VH1.com, and its digital channels and radio venture.

MTV also is expected to boost the BMW blast and VH1 sister unit CBS chips in with 2000 Survivor contestant Jenna Lewis hosting Rock Across America. (Lewis embodies Viacom synergy; since becoming famous for being famous on Survivor, she has found work on CBS's Nash Bridges, UPN, VH1's The List and MTV's Kathy Griffin's Reality Show.)

VH1 has been working on the BMW giveaway for about a year and it is not tied to BMW's current, much-discussed Internet short film campaign. "That is not a big piece as to why we're doing this," said Fils-Amie, "Their brand attributes are very much aligned with us."

Much of the promotion's legwork was done by Mark McIntire, VH1 group vp for marketing partnership management.