Client

BMW Motorrad USA

Problem

How could we introduce the M motorcycle in a compelling and cost-effective way, while demonstrating its capability.

Executions

Activation, Digital, Experiential, Social, Video

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.

We wanted to lean into the automotive legacy and reputation of the M series, and what better way to do this than through competition? Enter M vs M, where the new M motorcycle was pitted against its own DNA, the M3 car. 

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We held a series of competitions that allowed us to showcase the speed and precision of the bike, which we turned into engaging social media content. What started off as a promotion in the US quickly caught the attention of BMW Global. The reaction to the videos was so positive that the M vs M content was shared across all BMW’s social channels – automotive and motorrad.

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