BMW
BMW launched a series of eight high-cost, high-production short films released on BMW's website. The films were produced and directed by such acclaimed filmmakers as David Fincher and Guy Richie and starred actors such as Don Cheadle, Clive Owen, and even Madonna. Within the first four months of release, the films attracted over 11 million views and sent BMW sells up 12% in 2001 alone. The success of the BMW series has prompted many other car manufacturers such as Nissan to adopt a similar internet-based strategy.
Tourism Queensland
The Australian Government promoted what they described simply as "the best job in the world" with a massively successful Internet campaign. The job is to be paid $100,000 for a 6-month contract to be caretaker of a series of islands in the Great Barrier Reef (off Australia's coast). The point of this position is to have the person selected for the job broadcast weekly video blogs promoting the area. The promotion was a massive success. The Australian government broke the story via traditional media (Reuters) and then sustained the buzz over an array of online networks including YouTube, Ning, Twitter, and Facebook.
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