BMW “Zero to Desir3 in 5.9 Seconds” Contest

WSJ notes: BMW AG launched an advertising campaign called for its newly redesigned 3 Series sport sedan that includes a national television commercial, humorous digital short videos, a series of homepage takeovers and a contest in which the winner gets a new 2012 3 Series.

The contest is called “Zero to Desir3 in 5.9 Seconds,” which is a reference to the car’s elapsed time in zero-to-60 mph acceleration. The car maker asks participants to submit a video that runs for roughly 5.9 seconds and shows how much they want the new car, which went on sale Feb. 11.

BMW is focusing its marketing efforts on the 3 because it has long been the entry point for many consumers into the brand. The company’s strategy includes using the 3 Series to build loyalty among buyers who are likely to move into its larger, more expensive models.

Submissions can be made through March 9 at and A panel of judges will pick 30 finalists, then the public gets a chance to vote on the videos. BMW says the work will be judged based on its “creativity, innovation and uniqueness.”The company will announce a winner in early April.

The campaign, created by Kirshenbaum, Bond, Senecal +, includes six 15 and 30 second digital shorts that show some of the car’s new technology and features.Previews of two of the ads aired during Super Bowl XLVI. BMW will also conduct a series of homepage takeovers set for the week of February 20 on sites including Yahoo! (Feb. 20), YouTube (Feb. 21), (Feb. 22), The New York Times (Feb. 23) and ESPN (Feb. 24).