Like many other automakers, BMW has elected to go big on advertising at this year's Super Bowl, which takes place February 6, 2011, branching out with an interactive Facebook contest to go along with its publicity efforts. Stronger sales across the board have increased advertising budgets and made car companies more comfortable with the kind of conspicuous consumption that a Super Bowl ad represents, and BMW is pairing its PR effort with a contest that could see the winner parking a brand new BMW crossover in their driveway.
The BMW Super Bowl contest is called 'The X3 Matchup,'? and it offers Facebook users the chance to submit their guess as to how the 2011 BMW X3 that will be featured during the brand's Super Bowl ad will be configured in terms of equipment. Interested parties can enter once per day throughout the entire contest, with the grand prize listed as a two-year lease on a brand new 2011 BMW X3, bundled a trip to the company's production facility in Spartanburg, South Carolina where the winner will pick up their vehicle. A two-day driving school is also included along with the crossover, with ten additional winners being given the chance to participate in the same type of school - which also comes with a tour of the BMW plant.
The contest works based on a points system, with points being awarded for each correctly-guessed aspect of the Super Bowl X3's equipment list. BMW claims that its new 'build your own X3'? initiative has opened up 10 million possible feature combinations for the vehicle, which adds a significant challenge to the entire contest. The final date for submitting guesses is February 11, five days after the BMW ad has aired, and the company has stated that the television spot itself will provide several clues for alert watchers intent on decoding what items have been loaded into the featured X3.
BMW has elected to make the X3 crossover its focus for its Super Bowl advertising campaign and contest due to the fact that February marks the on-sale date for the latest iteration of the compact SUV. The second generation BMW X3 is not only available for complete custom ordering, a relatively new method of ordering automobiles from the German luxury brand made possible by advances at its Spartanburg plant, but it also represents an upgrade in terms of size, power and capability over the outgoing model.