Automobile brand BMW harnessed the power of social media to promote its latest car model the BMW Z4.
The brand created a new holiday called Ctrl-Z Day and, with the help of key bloggers on China’s microblogging site Sina Weibo, was able to get over 300,000 microbloggers to tell the world what they would ‘undo’ in their lives if there was a Ctrl-Z function in life. The bloggers revealed their number one regret in 140 characters or less and used the hashtag #CtrlZDay.
Ctrl-Z Day became viral when Key Opinion Leaders on Weibo started tweeting and promoting the fake holiday. Weibo users believed that the second Friday of July was a ‘worldwide day of regret.’
BMW set the record straight a few days later with a post. The company’s post stated that they wanted people to drive their Z4 without regrets.
Life is not a flat road. There will inevitably be setbacks, a few of which you will have no choice over, but regret can’t reverse them. Rather than remembering the past, it is better to look forward to the future. Life doesn’t have a Ctrl Z. Control Z4: drive and have no regret!
The big reveal was met with positive response by the users, saying that it was a creative and amusing strategy.