BMW

Reigniting the Bimmer love affair with millennials.

Insight

For generations, owning a BMW has been
the marker for success and achievement.
Millennials, however, are the first
generation to not care about status as
expressed through automobiles. So how
then do you connect millennials to BMWs
and reignite the love affair? No one is
better at influencing an aspirational BMW
audience than the passionate stalwart of
a niche cultural community. From artists
to entrepreneurs, they can speak with
credibility to this audience and accelerate
BMW’s penetration into younger markets.

Idea

We developed Driven, an ownable multi-
platform content series, aimed at
aspirationals, that celebrates the influential
BMW owner. Launching with skateboarding
legend, Danny Way, icons of niche
communities show off their rides, and the
ideals that create an unyielding passion for
being the best at what they do - just like
BMW. Life, passion and their love for the
brand were all on the table. Launching with
a takeover of TheBerrics.com, the
campaign immediately hit the heart of our
target. BMW North America’s social
ecosystems acted as the backbone for
distributing Driven content globally across
Tumblr, Instagram, Facebook, YouTube,
Twitter and BMW’s website. Additionally
the content was amplified by each
influencer, their brand sponsors, and their
social streams.

Impact

- 262K
Video views in 2 days on the berrics.com

- 266K
Branded page views in 2 days

- 162K
Social media reach on branded posts

- 460K
Banners served

- 560+
Positive comments on FB and Twitter

- 8X More
Likes on Instagram than typical posts

- 630K
Global reach on Insta and Twitter

- Over 6 Million+
Minutes watched globally in 2 days

- Reported Increase
In pre-owned BMW sales after launch