“The Ramp” is an integrated campaign that generated sales leads and buzz for the BMW 1 Series launch in America. The centerpiece is a 35-minute online documentary about the tiny Bavarian village of Oberpfaffelbachen that built a gigantic Ramp to literally launch a 1 Series from Bavaria to America. Our audience could then interact with the town/characters via microsites and social networks. We developed an Oberpfaffelbachen tourism commercial, a CaféPress store so fans could buy Ramp merchandise, hosted a movie premiere, even held a "Miss Ramp" beauty pageant to further engage fans over the course of the campaign.

Using popular social networks like Facebook, Uber and Flickr, we created an online presence for our fictitious filmmaker Jeff Schultz. He built a large network of friends by informing them of a documentary he filmed. We leaked teaser clips on YouTube directing viewers to his Wordpress blog where they’d discover more information. Eventually, we released a movie trailer followed by the 35-minute documentary at Rampenfest.com. Our audience then uncovered microsites and social networks for the town/characters, allowing them to do anything from buying Ramp merchandise at CaféPress to finding a recipe for a famous Rampenfest pretzel at Bakespace.com.