The Ramp is an integrated online campaign that generated sales leads and buzz for the BMW 1 Series Launch in America. The centerpiece is a 35-minute online documentary about the tiny Bavarian village of Oberpfaffelbachen that built a gigantic Ramp to literally launch a 1 Series from Bavaria to America. Our audience could then interact with the town/characters through the campaign’s microsites and social networks. We developed an Oberpfaffelbachen email tourism campaign, even a CafePress store so fans could buy Ramp merchandise. The campaign generated so many sales leads the 1 Series nearly sold out BEFORE the official launch date.