BMW wanted to wish the Internet a happy holiday in a way that would be engaging and shareable. So we combined something people do when it snows – drawing on car windshields — with America's new favorite pastime of interacting with a screen every two minutes, and created BMW Snowchat.
BMW Snowchat let you draw, stamp, and type holiday messages on a snowy BMW windshield from the indoor warmth of your phone, tablet, or computer and then share them with your social media family. Each message had a viewing time of just five seconds before it was wiped away, just like a real snow-covered windshield.
Provide a social and shareable way for people to embrace the holidays while engaging with the BMW brand.
WHY THE ENTRY DESERVES TO WIN
Snowchat successfully got people engaged with BMW in a way that was culturally relevant and fun, and that broke through the usual holiday social clutter.
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