The contest is easy to find from the BMW fan page with its own dedicated tab, and requires you to answer five questions about BMW, then call on three Facebook friends to answer five more questions each, and so on and so on. While the rules state that the success of your teams’ collective answers is what makes you eligible for the grand prize, the trip is only for one person.
What BMW has really done is create a contest that will yield some valuable contact information for a fairly focused demographic. Most of the questions are very company and brand specific and are probably only easily answered by die-hard fans (or experienced Google users). And while the prize in very nice, it isn’t something that would necessarily appeal to anyone and everyone, like giving away a free car.
With the specialized questions and prize, it’s more likely that those taking the time to complete the questions and pass them along to friends are truly fans of the brand and therefore more receptive to future marketing and ad campaigns.
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