We were challenged to create a social conquest program for the BMW X1, the best vehicle in its class, with a wider digital audience beyond BMW USA fans.
To prove that the best-in-class BMW X1 is "best-in-class" for everything, we created the first-ever live interactive adventure controlled by viewers on Periscope - like a video game but with real people. We put an X1 in the hands of Jimmy Chin, a professional mountaineer, filmmaker, and photographer, and Alex Honnold, a world-renowned professional rock climber. The audience controlled everything from what they did to where they went, while following their progress live on Periscope and social media.
3,244 Periscope viewers
20,850 Periscope hearts
5.3MM Total impressions
114,037 Social engagements
By broadcasting live on Periscope and allowing fans to control the adventure, BMW was able to appropriately widen their audience to fans of extreme sports and outdoors activities while making the X1 a part of their consideration set.
