1. SocialMedia.org
Video Case Studies
SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
This presentation is from
BlogWell
Dallas
February 19, 2014
socialmedia.org/blogwell
Kate Alini
Ultimate fan engagement

2. BlogWell Dallas
February 19, 2014
Page 1
Ultimate Fan Engagement.
Presented by BMW USA.
BlogWell Dallas
February 2014
The Ultimate
Driving Machine®

3. BlogWell Dallas
February 19, 2014
Page 2
BMW USA social media vision.
Ultimate content for ultimate fans.
As an automobile manufacturer, BMW makes a promise to
its owners. It promises that every time you get behind the
wheel of a BMW, you will feel the care that it puts into its
vehicles. From form to function, every detail is covered to
craft a machine that is like no other – the Ultimate Driving
Machine.
As purveyors of BMW content, and owners of the USA social
channels, there is an inherent responsibility to deliver the
same level of consideration to the fans. Content that, each
and every time, evokes an emotional response only BMW
can give you. We are creating the Ultimate BMW content for
the Ultimate BMW fans.

4. BlogWell Dallas
February 19, 2014
Page 3
BMW USA social media.
Key goal for 2013.
Engage, activate and reward our fans
• Happy fans/brand advocates
• Positive brand sentiment
• Social buzz/awareness
• Press exposure
Engagement programs come in all shapes and sizes:
• Planned & unplanned
• Small “quick wins,” medium scale programs & larger
scale initiatives

5. BlogWell Dallas
February 19, 2014
Page 4
Planned large scale program.
#Un4gettable Weekend.

6. BlogWell Dallas
February 19, 2014
Page 5
#Un4gettable Weekend.
4 Series launch.
The Challenge:
Introduce the first generation 4 Series in a way that welcomes this
new model into the existing lineup, while getting enthusiasts
excited about the launch of a new series.
The Core Target:
Aspirationals and Loyalists who are Active Enthusiasts – not
just simply enthusiastic.

7. BlogWell Dallas
February 19, 2014
Page 6
#Un4gettable Weekend.
Program overview.
We surprised two socially active/vocal BMW 4 Series fans with
the first-ever 4 Series for the weekend.
Fans were given exclusive and memorable experiences, which
included scenic drives, track time with professional drivers and
other personalized surprises.

8. BlogWell Dallas
February 19, 2014
Page 7
#Un4gettable Weekend.
How we pulled it off.
Our Story:
BMW is filming a documentary about Super Fans.
Fan Selection:
• Searched for potential candidates on BMW-owned social
channels, BMW forums and blogs
− Had to be an avid BMW fan
− Had to have expressed interest in the new 4 series
• Developed a long list of 10 candidates
• Conducted Skype interviews with the top 5 candidates
• Followed up with the top 2 candidates
− Availability for desired date
− Fill out waiver and background consent forms

9. BlogWell Dallas
February 19, 2014
Page 8
#Un4gettable Weekend.
How we pulled it off.
Production & Preparation:
• Created storyboards, shot lists, social cadence and copy
• Coordinated with production company and candidates
• Held PrePro meetings for each experience
• Secured vehicles and expedited transport via air freight
• Solicited support from field teams and local dealers for car
prep and key hand-off

10. BlogWell Dallas
February 19, 2014
Page 9
#Un4gettable Weekend.
Meet Rashed - East Coast fan.
WALKING BMW ENCYCLOPEDIA

11. BlogWell Dallas
February 19, 2014
Page 10
#Un4gettable Weekend.
Rashed’s East Coast surprise.
Saturday
• Interview for ‘documentary’ at
Rashed’s house
• 4 Series reveal in his garage
• BMW dealer handed off the keys
• Scenic driving experience
• Summit Point race track with a
professional driver
• Hot laps and pro tips for
Rashed, his wife and friend
Sunday
• Rashed’s day with the car
• Final interview at his house
• Lime Rock Orange M3 toy for
his daughter
• USB with images from the
weekend
• BMW gear for his family

12. BlogWell Dallas
February 19, 2014
Page 11
#Un4gettable Weekend.
Meet Nate - West Coast fan.
DIE-HARD BMW ENTHUSIAST

13. BlogWell Dallas
February 19, 2014
Page 12
#Un4gettable Weekend.
Nate’s West Coast surprise.
Saturday
• Interview for ‘documentary’ and 4 Series
reveal at airport hangar
• BMW employee handed off the key
• BMW gear for Nate and his girlfriend
• Scenic drive around Palm Springs with a
stop at the White Windmills
• Hot laps at The Thermal Club race track
Sunday
• Nate’s day with the car
• More driving, final photo shoot and wrap up
interview at The Thermal Club race track

14. BlogWell Dallas
February 19, 2014
Page 13
#Un4gettable Weekend.
BMW social media activation.
Memorable moments for each surprise were captured and shared
across all owned social channels throughout the weekend.
Moments included the car reveal, scenic drives and track time.
BMW USA social posts:
• Twitter: 9 tweets, 6 retweets
• Facebook: 4 (2 posts, 2 geo-targeted dealer posts)
• Instagram: 4
• Tumblr: 4
• G+: 2
Minimal paid media buy on Twitter.

15. BlogWell Dallas
February 19, 2014
Page 14
#Un4gettable Weekend.
Results overview.
Facebook
• Highest reach of any post in 2013
• 4,500 likes
Twitter
• @BMWUSA’s first paid tweet
resulted in one of the most
successful tweets on record
• 2.8 MM impressions
• 119,779 clicks
• 1,000 new followers
• Retweets and Favorites were
well above the 2013 average
Instagram and G+
• Above average engagement
Two extremely happy participants!

16. BlogWell Dallas
February 19, 2014
Page 15
#Un4gettable Weekend.
Post-event activities.
• 2-minute #Un4gettable Weekend recap videos from each of
the fan weekends.
• Surprised each fan with a customized :30 second commercial
with actor Chris Pine VO.
• Dealer Program Activation Guide on how to execute program
locally.

17. BlogWell Dallas
February 19, 2014
Page 16
#Un4gettable Weekend.
Rashed’s online activities.
Blog Response:
Genro757 “Amazing Raja… it could not happen
to a better person.”
boulderado ‘that is fantastic, so jealous!”
Anodite10 “You’re so lucky!”
“BMW continues to surprise the enthusiasts with the latest
and greatest toys. There is truly no other brand out there
that is as complete and no one manufacturer that puts so
much attention to details on a car...” - Rashed

18. BlogWell Dallas
February 19, 2014
Page 17
#Un4gettable Weekend.
Nate’s real time content.

19. BlogWell Dallas
February 19, 2014
Page 18
#Un4gettable Weekend.
Key learnings.
• Agency creative personnel should be at home base during
content capture to support real-time social activations
• BMW marketing team member should be present at fan
experiences
• More frequent Tweets for better storytelling
• Develop more creative to maximize paid media buy

20. BlogWell Dallas
February 19, 2014
Page 19
Unplanned quick win.
4219Eli.

21. BlogWell Dallas
February 19, 2014
Page 20
4219Eli
The story.

22. BlogWell Dallas
February 19, 2014
Page 21
4219Eli
Meet Eli.
• 4-year-old with an extensive
imagination
• BMW enthusiast
• Dreams of a BMW with 42 wheels, 19
engines and a trunk for toys

23. BlogWell Dallas
February 19, 2014
Page 22
4219Eli.
Our response.

24. BlogWell Dallas
February 19, 2014
Page 23
4219Eli.
Jalopnik’s response.

25. BlogWell Dallas
February 19, 2014
Page 24
4219Eli.
Fan designs.

26. BlogWell Dallas
February 19, 2014
Page 25
4219Eli.
BMW rendering and social activation.

27. BlogWell Dallas
February 19, 2014
Page 26
4219Eli.
Jalopnik’s final response.

28. BlogWell Dallas
February 19, 2014
Page 27
4219Eli.
Results.
Online impact:
• Immediate positive reactions
• International press coverage:
Jalopnik, Wired, Business
Insider,Yahoo! Autos, Gizmodo UK,
PSFK, mediabistro, Spiegel
• 11 million+ media impressions
BMW USA Facebook stats:
• Reach: 115,000
• Likes: 12,631
• Comments: 2,408
• Shares: 3,880

29. BlogWell Dallas
February 19, 2014
Page 28
Ultimate fan engagement
Conclusion.

30. BlogWell Dallas
February 19, 2014
Page 29
Thank you.
Kate Alini
Social Media & Emerging Technologies Manager
BMW of North America
Kate.Alini@bmwna.com
Phone: 201.307.4144

31. SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This presentation is from
BlogWell
Dallas
February 19, 2014
socialmedia.org/blogwell
socialmedia.org/blogwell