In February of 2008, Jeff Schultz traveled to Oberpfaffelbachen, Bavaria to learn about a small village and their Rampenfest. Similar to Octoberfest, the town is building a large ramp, so large that it might launch, say, a BMW all the way to America. Schultz created a 34-minute documentary entitled The Ramp about his journey and posted the videos on YouTube, a website, and Facebook.
For months, no one questioned the validity of Rampenfest. However, recently, GSD&M’s Idea City (top advertising agency in Austin) revealed their involvement in BMW‘s viral marketing campaign aimed at making the BMW brand more attractive to younger buyers. The entire budget for this campaign cost less than a :30 second television spot.
Viral marketing at its finest.