THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 7th Annual Shorty Awards

BMW Snowchat

Finalist in Auto

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

RESULTS

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

Entrant Company / Organization Name

KBS+ BMW North America

Link

Entry Credits