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.
For the campaign, we created a suite of digital elements that included a mobile Web app accessed through tablets, as part of an up-close experience of what it's like to serve as a U.S. Senator.
Along the way, the mobile app prompted visitors to take a campaign poster photo of themselves that could be approved by EMK staff in real time and fed to digital billboards in the surrounding area of the Institute. This meant that EMK visitors had a pretty good chance of seeing their campaign poster on a billboard on their drive home from the Institute.
Visitors were also sent their very own campaign webpage via a link in an email as soon as they submitted their campaign poster photo. This gave visitors a snapshot of their experience to keep and to share on social media.
By extending the reach of traditional media with modern digital and social channels, the campaign punched above its weight, bringing the Senator experience to life in a refreshing way that inspired both students and the general public to participate in our democracy.
