Published on February 28, 2014
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
BlogWell Dallas February 19, 2014 Page 1 Ultimate Fan Engagement. Presented by BMW USA. BlogWell Dallas February 2014 The Ultimate Driving Machine®
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.
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
BlogWell Dallas February 19, 2014 Page 4 Planned large scale program. #Un4gettable Weekend.
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.
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.
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
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
BlogWell Dallas February 19, 2014 Page 9 #Un4gettable Weekend. Meet Rashed - East Coast fan. WALKING BMW ENCYCLOPEDIA
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
BlogWell Dallas February 19, 2014 Page 11 #Un4gettable Weekend. Meet Nate - West Coast fan. DIE-HARD BMW ENTHUSIAST
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
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.
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!
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.
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
BlogWell Dallas February 19, 2014 Page 17 #Un4gettable Weekend. Nate’s real time content.
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
BlogWell Dallas February 19, 2014 Page 19 Unplanned quick win. 4219Eli.
BlogWell Dallas February 19, 2014 Page 20 4219Eli The story.
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
BlogWell Dallas February 19, 2014 Page 22 4219Eli. Our response.
BlogWell Dallas February 19, 2014 Page 23 4219Eli. Jalopnik’s response.
BlogWell Dallas February 19, 2014 Page 24 4219Eli. Fan designs.
BlogWell Dallas February 19, 2014 Page 25 4219Eli. BMW rendering and social activation.
BlogWell Dallas February 19, 2014 Page 26 4219Eli. Jalopnik’s final response.
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
BlogWell Dallas February 19, 2014 Page 28 Ultimate fan engagement Conclusion.
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
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
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