Objectives

To commemorate the 30th anniversary of the BMW M5, the brand became the first automaker to sell a car through Instagram. Over five days we revealed the 1-800 number needed to reserve the car. And it worked. The limited edition vehicles sold out in under a minute.

Strategy and Execution

OBJECTIVE

Sell the limited edition BMW M5 in a unique way that would create buzz.

KEY FEATURES

• Each digit of the 1-800 number was released individually.
• Every post featured iconic imagery comparing features of previous M5 generations to the new limited edition model.

RESULTS

• The cars sold out in less than 60 seconds.
• Instagram follower growth increased by 89%.
• The posts had 30% more engagement than average.

WHY THE ENTRY DESERVES TO WIN

This solution stayed true to Instagram by providing car porn for our viewers while also selling a vehicle in a way that's never been done. No small feat considering the huge amount of automotive marketing out there.

Media