A campaign for a new model of BMW is indicative of mainstream marketers willingness to not control their brand image, but rather to let users have at it.BMW is spending about $15 million to $25 million on a campaign that in part lets people on Facebook design virtual cars and share them with their friends in very creative ways -- like tossing keys or driving from one profile to another.  The amount represents about half of BMW’s overall campaign budget behind the carmaker’s 1-Series, a smaller, less-expensive model (roughly $28,600), and is far more than the typical 1% to 15% of total ad budgets for other models, according to the New York Times. The news jumped out at me as ... [ Read more ]