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 connect with a younger audience, we wanted to recast how baseball marketing worked. Rather than focusing on a few creative elements (ads) that were distributed primarily through paid media, we developed a content engine that would generate many more units of creative (daily and weekly content updates) that would, in turn, generate earned media. Based on our research, content that consumers choose to engage with is 27 times more effective than an ad unit that is served up to them.
Emotional storytelling was brought to life in three distinct formats: player videos, footage-based videos, and curation. And we produced thousands of pieces of content under those buckets as the Fan Cave grew into a powerhouse for the league.
- 1 million instagram engagements per week
- 70,000 retweets per week
- 18 million page views
