Alternate Reality Gaming Network:
Men of Metal: BMW Scores With Another Viral Promotion
by Steve Peters
May 25, 2004
Ready for the ultimate car conversion? Stop by this site and check out Colin Mayhew's "Vehicle to autonomous biped robot conversion for the Mini Cooper r50."
This site, and an accompanying book have caused quite a stir on the internet over the past few weeks. Hoax? Fact? Who knows?
Well, those of us who have been around ARGs recognized this at once as another of BMW's viral marketing campaigns, following their successful Uncap the Ride campaign of 2003. The videos on the site are pretty fun to watch, and the book excerpt is very well done. While it's not an ARG, it's another fine example of viral marketing done right. Even the New York Times has taken notice.
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