How could we create awareness for ankylosing spondylitis (AS)?


Digital, Partnerships, Social, Video, Website


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.

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The client partnered with the Spondylitis Association of America, and created an informative microsite where patients could learn more about their condition. The content hub included a questionnaire to help individuals determine if they may have the disease, and directed them to resources to help find a rheumatologist in their area. 

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To spread awareness of the campaign we partnered with Dan Reynolds, the lead singer of Imagine Dragons. Reynolds had battled with AS for years, and was the perfect advocate to raise awareness of the condition. The campaign came full-circle and included a custom playlist on Spotify, TV spots, a microsite, digital banners, and social media posts.


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