BMW Motorrad USA
BMW cars is well known in America, but that is not the same for BMW Motorrad, which has only 15% share of the US motorcycle market. So it was big news when BMW announced they were going to extend their M series of cars to include the first ever M motorcycle. We were asked to come up with an idea that would introduce it in a compelling and cost-effective way, while demonstrating its capability.
To celebrate and amplify reach of this content to music and coffee lovers, Dunkin’ and Spotify distributed across social channels including Twitter, Vine, Instagram, YouTube, Facebook, and Snapchat using targeted native ads. The performances were also broadcast live via Periscope, and a branded DD app lived on connected TVs to allow users to view the content on demand.
To make things even more unexpected and interesting, we worked with progressive hip-hop music artist Christylez Bacon to create percussion-based original music using Dunkin’ Donuts iced coffee cups. Videos of his custom music were distributed via social and digital channels and viewed within the Spotify experience.
- 230 million impressions on Spotify
- 62 million video views
- 254,091 unique website visits
