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.
100% of Wazers are in the car and accessing technology to outsmart traffic. The campaign targeted drivers headed to work and consumers searching for “coffee” and “Dunkin’” on the app. Dunkin’ Donuts and Waze worked in tandem to develop a first-to-market, deep-linking solution that connects an advertiser’s location on Waze to their own in-app ordering system.
Waze pinned participating DD locations, delivered Zero-Speed Takeovers to drivers whose routes passed through participating store location radiuses, and accessed users’ in-app searches for “Dunkin’” or “coffee.” Dunkin’ ad creative asked users to save a how-to video to their Waze inbox to watch once they completed their drive.
- 300% increase in performance
- 1.4 billion impressions in earned media
