The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 8th Annual Shorty Awards

BMW X1 What's Next

Entered in Auto, Live Streaming Video, Live Events

About this entry

We were challenged to create a social conquest program for the BMW X1, the best vehicle in its class, with a wider digital audience beyond BMW USA fans.

Why does this entry deserve to win?

To prove that the best-in-class BMW X1 is "best-in-class" for everything, we created the first-ever live interactive adventure controlled by viewers on Periscope - like a video game but with real people. We put an X1 in the hands of Jimmy Chin, a professional mountaineer, filmmaker, and photographer, and Alex Honnold, a world-renowned professional rock climber. The audience controlled everything from what they did to where they went, while following their progress live on Periscope and social media.


3,244 Periscope viewers

20,850 Periscope hearts

5.3MM Total impressions

114,037 Social engagements

By broadcasting live on Periscope and allowing fans to control the adventure, BMW was able to appropriately widen their audience to fans of extreme sports and outdoors activities while making the X1 a part of their consideration set.


Entrant Company / Organization Name

Kirshenbaum Bond Senecal + Partners, Armoury, BMW of North America

Entry Credits