Client

BMW Motorrad USA

Problem

How could BMW Motorrad inspire motorcycle U.S. riders who are interested in cruisers but may not have considered a BMW.

Executions

Social, Video, Website

To help introduce the new BMW R 18 to America, we sought to capture the attention American motorcycle enthusiasts by sharing the stories of riders who have deep connections to the BMW brand. 

The five-part docu-series “Heritage Road” follows Paul Stringer known as ‘Beemer’ and Rob Griffiths known as Son of Beemer or ’S.O.B.,’ two members of the Buffalo Soldiers Motorcycle Club.

The Buffalo Soldiers Motorcycle Club honors the legacy of the original Buffalo Soldiers of the U.S. Military, the first all-black peacetime regiments created by Congress in 1866, by servicing the community through philanthropy, volunteerism, and partnerships.

“Heritage Road” is a story of unity and connection during a cultural moment. Both Beemer and S.O.B. are passionate about the BMW brand, together they have owned 5 BMW cars and 7 BMW motorcycles. Their brand loyalty illustrates how Heritage Road reaches beyond storytelling, it’s a journey that documents the passion of American riders, and how the BMW Motorrad brand is a part of their lives.

The story was brought to life across the social and digital landscape, utilizing IGTV and Instagram to create a cohesive experience in which users could engage with short-form ancillary content in addition to the five-part docu-series.

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