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As General Manager of Dick Clark Corporate Productions East, Ron led the Strategy, Creative, and Production of the entire BMW Z3 Roadster Launch and its tie-in with the James Bond movie “GoldenEye”. Considered to be the most successful marketing effort of the entire year, the campaign won the 1995 Promotion Marketing Associations’ Super Reggie Award. The campaign included Public Relations, Events, Radio, Direct Mail, Cinema Advertising, Product Placement, Entertainment Marketing, and various other elements. The Z3 Launch is now a multi-media Harvard Business School Case Study taught in over 20 top colleges and universities.
The Marketing Overview/Objectives:
BMW was launching the new BMW Z3 roadster – their first true two-seater in over 40 years, and their first car to be built in South Carolina. Close on their heels was the Porsche Boxster and Mercedes-Benz SLK. BMW need to carve out the Z3’s identity ahead of these formidable competitors, but had to do it in a very efficient manner.
The Campaign:
BMW hired Dick Clark Corporate Productions to manage their relationship with the new James Bond movie “GoldenEye” as the centerpiece of a non-traditional marketing campaign that included multiple placement opportunities (including placement as the featured present in the Neiman Marcus catalog), and a music video and tour placement deal with Hootie and the Blowfish (the biggest act of the year, and South Carolina natives).
Other elements of the campaign included an award winning movie theater spot shot by the Academy Award-winning cinematographer who lensed Field of Dreams), a national radio promotion to drive traffic to dealerships, a direct mail effort, and a massive PR campaign culminating in a press conference and private ride and drive in Central Park—which was closed for the event.
Results:
When the campaign launched with the Neiman Marcus Catalog, the limited edition of 100 Z3’s sold...
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