Harnessing brand passion.
We knew true drivers loved to engage, research, and keep abreast of the latest news and technology online and that they were heavily engaged with on-line blogs, discussion forums and had an irresistible urge to demonstrate their expertise and knowledge. We set out to stimulate on-line buzz and discussion about BMW’s performance credentials targeted at men and then leverage that to a wider, national audience. We created a series of intense, jaw-dropping, performance-fueled online videos that would not only be breathtaking and exhilarating but would also push the limits of reality. And, to get the ball rolling, we launched a new, custom YouTube gadget that provided fans with a more premium viewing experience and content that inspired further exploration.