Objectives

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.

Strategy and Execution

OBJECTIVE

Provide a social and shareable way for people to embrace the holidays while engaging with the BMW brand.

KEY FEATURES

• BMW Snowchat was a web application, giving users access from smartphones, tablets, and computers.
• The site let users draw, stamp, and type holiday messages and share them through Facebook, Twitter and email.
• Each message had a time limit of five seconds ­– tapping into the trend of disappearing messages ­– before it was wiped away, just like real snow on a windshield.

RESULTS

• 3 average views per Snowchat
• An average of more than two minutes per visit to the Snowchat site
• Over 14,500 shares
• 3x the usual engagement on BMW Snowchat social posts.

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.

Media