To match the innovation showcased by BMW at CES, we were asked to connect to key social medial influencers in an equally innovative way. We followed influencers' Twitter feeds and surprised them by showing up at their locations, offering them a chance to drive the all-new hybrid BMW i8.
OBJECTIVE
Target key influencers, bloggers and enthusiastic attendees at CES and surprise them with the opportunity to test drive the elusive BMW i8 — a highly sought after car that's already sold out and can't be found at dealerships.
KEY FEATURES
Our social media team solely used Twitter as a platform to identify and communicate with influencers, focusing the conversation around popular event hashtags and conferences. A BMW i8 product advocate rode with the influencer to explain the features of the car throughout their test drive.
RESULTS
WHY THE ENTRY DESERVES TO WIN
BMW successfully leveraged social conversations already happening around CES. We were able to cut through the social noise by offering a unique surprise and badass opportunity for influential people in the fields of tech, innovation and design – targets that overlap with the existing BMW i8 audience. The program also offered up a functional benefit – getting people from point A to point B – while allowing them to experience the car in a hands-on way.
