When I wrote about the need for better direct mail campaigns, one idea I mentioned was to “create a direct mail ad that’s also a unique piece of art”.
No doubt inspired by that idea (probably not) Kirshenbaum Bond Senecal + Partners created a direct mail campaign for BMW that included a series of unique art prints, along with the typical sales material, that was mailed to perspective buyers.
To create the prints, they turned a new BMW M6 Coupe into “The M Press”, with a custom rig that would dispense ink above the M6’s tires.
The plan was simple enough: Matt Mullins, the Chief Driving Instructor of the BMW Performance Driving School, drove the car around Blackhawk Farms Raceway in Illinois, and when he drove over areas of the racetrack where pieces of paper had been taped, he would flip a switch to activate the custom ink sprayer, which inked the rear tires and allowed them to leave their mark on the paper below.
To make sure the printing process would deliver the intended results, Kirshenbaum Bond Senecal + Partners worked with Classic Color out of Chicago, a digital printing shop that helped mix the inks and create the printing rig that brought the idea to life.
BMW sent the resulting series of “M Prints” to existing M owners and potential owners via a direct mail campaign, and along with the printed ad, recipients could visit a personalized website that would show them the video of how their print was made.
As with most modern campaigns, a crew was also there to create a behind the scenes video, which they then used to tell the story to a wider audience. This helped to not only increase the ROI of the original campaign, but to create a second wave of interest out of a single idea.
By taking a traditional direct mail campaign and finding a fun way to add something special, BMW and Kirshenbaum Bond Senecal + Partners were able to create an ad that’s sure to stand out from every other ad that gets delivered by the USPS.