BMW sought to expand its reach to new audiences. Our previous ecosystem planning identified BMW’s consideration in the luxury auto market among women was significant, specifically those in the suburbs with high income, but they were not yet the leader among competitors. We also identified BMW’s X7, its full-size luxury crossover sport utility vehicle and part of its premium GKL line, was a natural fit for the target audience.
BMW sought to expand its reach to new audiences. Our previous ecosystem planning identified BMW’s consideration in the luxury auto market among women was significant, specifically those in the suburbs with high income, but they were not yet the leader among competitors. We also identified BMW’s X7, its full-size luxury crossover sport utility vehicle and part of its premium GKL line, was a natural fit for the target audience.
We created a 360 program with one of the most culturally relevant shows on television, and one with a significant overlap among BMW’s target, HBO’s Emmy-winning show Hacks. Our research showed Hacks attracted a high-income audience, with 144 index for HHI of $200K+ and 120 index for HHI $150K-$199K (M/F skew: 48%/52%). The show also continued to gain viewers each week, growing by a weekly average of 3%.
The media partnership for season 4 included product placement within the show, :30 and :90 videos with series talent, companion podcast ad reads, and more. These assets drove traffic to BMW owned and operated channels through custom advertising, as well as organic and paid social media.
Since the launch of Hacks season 4, BMW saw +.55 lift in generic search of BMW (Benchmark .22), +.36 lift in branded search of BMW (Benchmark .11), +.25 lift in site visits to bmwusa.com (Benchmark .18), 16 million+ impressions across all assets, and over 97% video completion rate.
Driven by this success, we are already planning on a similar partnership for Hacks season 5 for Q2 2026 to include product integrations, custom content with show talent, and additional supporting media elements such as takeovers, ad products, and social posts.
