We focused on something that was surprisingly still considered a big mystery among the Chinese and had not been witness before: crop circles.Video site: viral videos were uploaded, showing the discovery of an enormous symmetric symbol in a desert of Northwest China, looks like it measures about 1,500 meters in diameter. The videos appeared to be from different resources, adding the credibility of the discovery.Social networks: links to the videos were also seeded and promoted, immediately stirring up speculations and discussions.

Forum/BBS: ‘independent investigation reports’ were created, further heating up the speculations and discussions about possible extraterrestrial activities.Portal news: the news of the discovery was picked up and promoted by major portals.Video site: afterwards, a video revealing the answer was uploaded: the symbol was an piece of art created by a group of young & cool people through dynamic and precise driving with BMW 1 Series.

The campaign created a huge buzz and engagement online:- 16m viral video views in total- 2.4m forwards and mentions on social network- 4.3 online searchesIt successfully activated the consumers (registration for BMW 1 Series Driving Challenge 2011)- 60,419 registrations, a 240% result of the 2010 event.It achieved much higher cost-efficiency than industrial average.- Cost per view is USD0.024, much lower than the industrial average USD0.04-0.1.