BMW conducts X1 Ultimate Adventure contest
BMW Group Canada of Richmond Hill, ON has begun a contest promotion called the "X1 Ultimate Adventure" in support of its new X1 compact sports activity vehicle. Consumers can enter the contest by submitting a description of their ultimate adventure that includes a friend, an X1 and a $20,000 weekend somewhere in Canada. On May 30, 30 semi-finalists will be randomly selected to submit a video describing their adventure in more detail. BMW will select five finalists and post their videos online at the company's Facebook page in June. The winner, as determined by public online voting, will receive their adventure, which will be filmed and posted on Facebook. The promotion was developed by Cundari of Toronto, with media planning and buying from Media Experts. It includes supporting television and online advertising. "This contest exudes BMW's brand promise of exclusive experiences and creativity," said Marc Belcourt, brand communications manager at BMW Group Canada. "The fact that we hand over control to the online community to select the winner, and allow the winner to choose their experience embraces why we're in the social media space."