How could Capella University leverage the success of a notable alumna?




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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We launched the interview video campaign the week of Superbowl 50 and achieved massive reach with 1.5 million video views, as well as engagement through Facebook, Twitter, and pre-roll. Influential bloggers in the parenting, education, and entrepreneurship space generated 92 pieces of content and brought diversified perspectives. Overall, the timely campaign gained almost 13.5 million impressions via the powerful combination of efficient paid-media tactics with resonating content.

Capella Phones
  • 1.5 million video views
  • 92 pieces of content
  • 13.5 million impressions
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