BMW iX1 Release
In order to maximize the output on BMW’s esports engagement, we released the brand new iX1 to young audience in an entertaining series of videos.
The Challenge
Reaching a gen z. audience, promoting the new iX1 as a future-ready ride to consider.
Our Approach
Everybody loves cool designs and pimped out cars. To make them even more appealing, we let our target groups’ heroes collaborate with upcoming digital artists in an entertaining show format.
The Campaign
The campaign spread over two months and featured a making-of-video hosted on each of the teams’ YouTube channels, various activations on Instagram and Twitter, while concluding with a fan involving vote for the “team car of the year”.
The fans of course supported their favorite team and thus created loads of buzz for the new BMW iX1.
My Role
Besides being in charge of the creative direction both in art and copy, I supported the social media team in coming up with an all channel communication strategy.
The various production teams involved, were briefed by me prior to the content shoots.
