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.
Using a custom Dunkin’ selfie lens, consumers turned themselves into talking donuts on Snapchat nearly 2 million times, which was seen by over 14 million people. Customers shared their National Donut Day in-store moments with a special branded geofilter. The Dunkin’ culinary team partnered with Hill Holliday creatives and together, they monitored a real-time stream of social media mentions, and responded to fans with personalized “pastry” content.
- 2 Billion impressions
- 13,514 engagements
