BlogWell Dallas Social Media Case Study: BMW, presented by Kate Alini

SocialMedia.orgVideo Case Studies

Kate Alini

Ultimate fan engagement

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellDallas

February 19, 2014socialmedia.org/blogwell

BlogWell Dallas February 19, 2014 Page 1

The Ultimate Driving Machine®

BlogWell Dallas February 2014

Ultimate Fan Engagement. Presented by BMW USA.


As an automobile manufacturer, BMW makes a promise to

its owners. It promises that every time you get behind the

wheel of a BMW, you will feel the care that it puts into its

vehicles. From form to function, every detail is covered to

craft a machine that is like no other – the Ultimate Driving

Machine.

As purveyors of BMW content, and owners of the USA social

channels, there is an inherent responsibility to deliver the

same level of consideration to the fans. Content that, each

and every time, evokes an emotional response only BMW

can give you. We are creating the Ultimate BMW content for

the Ultimate BMW fans.

BMW USA social media vision. Ultimate content for ultimate fans.


BMW USA social media. Key goal for 2013.

Engage, activate and reward our fans • Happy fans/brand advocates • Positive brand sentiment • Social buzz/awareness • Press exposure Engagement programs come in all shapes and sizes: • Planned & unplanned • Small “quick wins,” medium scale programs & larger

scale initiatives


Planned large scale program. #Un4gettable Weekend.


The Challenge: Introduce the first generation 4 Series in a way that welcomes this new model into the existing lineup, while getting enthusiasts excited about the launch of a new series. The Core Target: Aspirationals and Loyalists who are Active Enthusiasts – not just simply enthusiastic.

#Un4gettable Weekend. 4 Series launch.


We surprised two socially active/vocal BMW 4 Series fans with the first-ever 4 Series for the weekend. Fans were given exclusive and memorable experiences, which included scenic drives, track time with professional drivers and other personalized surprises.

#Un4gettable Weekend. Program overview.


Our Story: BMW is filming a documentary about Super Fans. Fan Selection: • Searched for potential candidates on BMW-owned social

channels, BMW forums and blogs − Had to be an avid BMW fan − Had to have expressed interest in the new 4 series

• Developed a long list of 10 candidates • Conducted Skype interviews with the top 5 candidates • Followed up with the top 2 candidates

− Availability for desired date − Fill out waiver and background consent forms

#Un4gettable Weekend. How we pulled it off.


Production & Preparation: • Created storyboards, shot lists, social cadence and copy • Coordinated with production company and candidates • Held PrePro meetings for each experience • Secured vehicles and expedited transport via air freight • Solicited support from field teams and local dealers for car

prep and key hand-off

#Un4gettable Weekend. How we pulled it off.

BlogWell Dallas February 19, 2014 Page 9 #Un4gettable Weekend.

Meet Rashed - East Coast fan.

WALKING BMW ENCYCLOPEDIA


Saturday • Interview for ‘documentary’ at

Rashed’s house • 4 Series reveal in his garage • BMW dealer handed off the keys • Scenic driving experience • Summit Point race track with a

professional driver • Hot laps and pro tips for

Rashed, his wife and friend Sunday • Rashed’s day with the car • Final interview at his house

• Lime Rock Orange M3 toy for his daughter

• USB with images from the weekend

• BMW gear for his family

#Un4gettable Weekend. Rashed’s East Coast surprise.


Meet Nate - West Coast fan.

DIE-HARD BMW ENTHUSIAST


Saturday • Interview for ‘documentary’ and 4 Series

reveal at airport hangar • BMW employee handed off the key • BMW gear for Nate and his girlfriend • Scenic drive around Palm Springs with a

stop at the White Windmills • Hot laps at The Thermal Club race track Sunday • Nate’s day with the car • More driving, final photo shoot and wrap up

interview at The Thermal Club race track

#Un4gettable Weekend. Nate’s West Coast surprise.


Memorable moments for each surprise were captured and shared across all owned social channels throughout the weekend. Moments included the car reveal, scenic drives and track time. BMW USA social posts: • Twitter: 9 tweets, 6 retweets • Facebook: 4 (2 posts, 2 geo-targeted dealer posts) • Instagram: 4 • Tumblr: 4 • G+: 2

Minimal paid media buy on Twitter.

#Un4gettable Weekend. BMW social media activation.


Results overview.

Facebook • Highest reach of any post in 2013 • 4,500 likes Twitter • @BMWUSA’s first paid tweet

resulted in one of the most successful tweets on record • 2.8 MM impressions • 119,779 clicks • 1,000 new followers

• Retweets and Favorites were well above the 2013 average

Instagram and G+ • Above average engagement Two extremely happy participants!


• 2-minute #Un4gettable Weekend recap videos from each of the fan weekends.

• Surprised each fan with a customized :30 second commercial

with actor Chris Pine VO. • Dealer Program Activation Guide on how to execute program

locally.

#Un4gettable Weekend. Post-event activities.


Rashed’s online activities.

Genro757 “Amazing Raja… it could not happen to a better person.”

Anodite10 “You’re so lucky!”

boulderado ‘that is fantastic, so jealous!”

Blog Response:

“BMW continues to surprise the enthusiasts with the latest and greatest toys. There is truly no other brand out there that is as complete and no one manufacturer that puts so much attention to details on a car...” - Rashed


Nate’s real time content.


• Agency creative personnel should be at home base during content capture to support real-time social activations

• BMW marketing team member should be present at fan experiences

• More frequent Tweets for better storytelling

• Develop more creative to maximize paid media buy

#Un4gettable Weekend. Key learnings.

BlogWell Dallas February 19, 2014 Page 19 Unplanned quick win.

4219Eli.


4219Eli The story.


4219Eli Meet Eli.

• 4-year-old with an extensive

imagination • BMW enthusiast

• Dreams of a BMW with 42 wheels, 19

engines and a trunk for toys


4219Eli. Our response.


4219Eli. Jalopnik’s response.


4219Eli. Fan designs.


4219Eli. BMW rendering and social activation.


4219Eli. Jalopnik’s final response.


4219Eli. Results.

Online impact: • Immediate positive reactions • International press coverage: Jalopnik, Wired, Business

Insider,Yahoo! Autos, Gizmodo UK, PSFK, mediabistro, Spiegel

• 11 million+ media impressions BMW USA Facebook stats: • Reach: 115,000 • Likes: 12,631 • Comments: 2,408 • Shares: 3,880


Ultimate fan engagement Conclusion.


Thank you.

Kate Alini Social Media & Emerging Technologies Manager BMW of North America [email protected] Phone: 201.307.4144

Learn more about past and upcoming BlogWells


This video is from

BlogWellSan FranciscoJune 20, 2011


SocialMedia.orgCase Studies

This presentation is from

BlogWellDallas

February 19, 2014socialmedia.org/blogwell

BlogWell Dallas Social Media Case Study: BMW, presented by Kate Alini

Marketing

Transcript of BlogWell Dallas Social Media Case Study: BMW, presented by Kate Alini