Every test drive taken at a SoCal BMW dealer nets you a ring -- but only one of them has a real one-carat diamond
The busted economy is forcing everyone to get creative, and one of the best examples of that is what Sterling BMW in Newport Beach has come up with: Test-drive any of its cars between now and Valentine's Day and you'll get a little red velvet pouch. Inside is a ring with one carat stone. The catch, of course, is that there's only one real diamond.
Drivers have a 1-in-500 chance that theirs will be the diamond.
The promotion is a classic case of Creative Marketing 2.0, because in order to find out which stone is in the bag -- the $7,000 diamond or a knockoffs -- drivers need to take it to Newport-Jewelers, which is just up the road from Sterling BMW. The jewelers will determine what's in the bag, then, even if it's one of the fakes, mount it for free.
Sterling BMW is a nice 90-minute drive from San Diego.