media campaign

media campaign

BMW: Ultimate fan engagement -- presented by Kate Alini

17h ago
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BlogWell: How Big Brands Use Social Media is an amazing series of events presented by SocialMedia.org that features 8 great case studies in corporate social media. To learn more, visit socialmedia.org/blogwell/. To download the slide presentation in this video, visit http://wom.us/1hpMpNf. ---------------------------------------------------------------------------------------------------------------------- In her BlogWell Dallas presentation, BMW's Social Media & Emerging Technologies Manager, Kate Alini, talks about how they engage and reward fans through Ultimate experiences. She shares examples of how they engaged super fans of their brand, and gives the results and key takeaways from their #Un4gettable Weekend social media campaign. ---------------------------------------------------------------------------------------------------------------------- Below is live coverage of this session: — Kate: We, the social media leaders, have the responsibility to deliver the ultimate content each and every time! — We need to engage, activate, and reward our fans. Engagement programs come in all shapes and sizes, and we have both planned programs and also un-planned programs. — Kate: #Un4gettable Weekend was centered around a new car release in the 4 Series. It was important to engage the hardcore fan, especially because the 4 Series was replacing the 3 Series. — We gave two of our biggest fans a weekend with the car that included drives, track time, and lots of great experiences. In order to find these super fans, we used two criteria: -Are they a true fan?; and, -Are they knowledgeable about the 4 Series? We did this under the guise that they were going to be part of a documentary. — Kate: We created a full weekend using story boards, shot lists, social cadence, and copy. We treated it like an event. — Our first super fan could tell the type of leather in a vehicle simply by its smell! We showed up and interviewed him, meanwhile we snuck a 4 Series into his garage. He spent the entire first day driving the vehicle around a professional race track. Then, the second day, we let him have time alone with the car. — Kate: Our second super fan would wear head-to-toe BMW gear at motocross events. He was able to do some wonderful scenic drives and also drive laps on a racetrack. The next day we tried to give him time alone with the car, and he requested to go back to the racetrack! — This allowed us to get tons of content in real-time to share with our audiences. We took videos, photos, etc., and were able to post all about the event across all of our channels. We also shared this content with our super fans, giving them a USB drive at the end of the weekend full of our content. — Kate: Resulted in 2.8M impressions, 119K clicks, and 1,000 new followers! — We also produced two-minute recap videos and included some of the video in a national TV spot, surprising our fans as they viewed themselves on a commercial. — Kate: Our first super fan blogged every single detail about the weekend. Nate, our second fan, tweeted and posted throughout the weekend. — Key learnings: We did both fan weekends on the same weekend. In the future we will not overlap. We also need to have a creative person at home-base ready to work with our agency to get content published in real-time. — Kate: Our second engagement was the 4219Eli. Eli is a 4-year old BMW enthusiast! He had a great, imaginative dream about a particular type of car, and they took fan-created content and asked their followers to create graphic depictions of Eli’s dream, called the 4219Eli. BMW also did an official rendering and posted it. — The response was so immediate and widespread — all organic. We got international press coverage, over 11M impressions, and through-the-roof Facebook stats.<br ...