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.
Our shark-themed campaign started with a new Dunkin’ Donuts logo and a custom life-preserver donut sold in stores. Through #DDsharkweek, we invited our customers to participate in the “Take a Bite, Take a Pic” contest, where over 3,300 shark selfies were submitted.
During the Discovery Channel’s programming, we also became the first advertiser to use an Xbox One feature called Snap, to create a branded second-screen experience on the primary screen. Through the Snap feature, fans could watch an interactive web app and enjoy additional content, interactive trivia, and live social conversation alongside live TV programming.
- 13 minutes on average spent with the custom experience
- 120,000 engagements with the content
