• by Staff Writers , September 5, 2008

Finalists - Online Media Branding

Somrat Niyogi, director of sales operations; Rodney Witcher III, alliance manager; Mike Fury, vice president, sales.

BMW of North America already controls much of the premium auto market. But it wanted to make inroads with 18- to 34-year olds with a social application to drive them to the automakers' new 1-series. The company didn't want just another branded application; it wanted one that could actually be used over and over.
Socialmedia.com created two for Facebook: BMW 1-Series Joyrides and BMW 1-Series Road Trip. But to create their own road trips, users have to offer the car to someone else, which increased the potency of the marketing effort. Within a few weeks, the Joyride app had been downloaded 50,000 times, hitting the agency's goals.