Jul 8, 2009
BMW Shorties programme, it allowed the company the use of a collective of various digital tools and channels in empowering would-be filmmakers towards producing films which would stand the chance of attaining international recognition. The channels employed were extensive, which included an anchor website, video hosting sites, electronic direct mailers, blogs as well as a Facebook page. It is important to note that this was purely a branding exercise, and the lack of products or promotions to push allowed the company to focus on developing the local indie film scene, which in turn, became one of the company’s strongest brand relationships and identities.
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