BMW
A local BMW dealership had its eyes set on the automotive enthusiast community. It wanted to be the premier place for performance cars.
At the time, Audi was creeping up into BMW’s rearview, creating ideas and shifting perception as the superior automotive manufacturer. In an effort to change this trend, we created a contest aimed at the enthusiast community, taking the dealership to the finish line.
Blogging for bucks
When we started talking to Endras BMW, the need was for a blog writer. Shortly after, we thought up a social media contest. The prize: The blogging job and related perks.
To enter, people submitted sample blog, video posts and rallied support from their social circles. The rules had to be simple enough and easily understood to give contestants the tools they needed to push ahead to the various stages and get the support they needed from friends.
The result
The campaign reached over 1,000,000 social media impressions, over 800,000 page views, a 1711% increase in Facebook likes and $0 in paid media.
The dealership became the leading retailer of M-series vehicles in Canada and Advertising Age noted them as one of the reasons BMW beat Audi in Social Media Marketing.
High gear
As the contest took off. We received thousands of entrants to become the Ultimate Blogger from North America and even Eastern Europe. The idea leveraged digital and social platforms and created a user journey that needed to be seamless. We tweaked and iterated along the way to make the experience intuitive for contestants and fun for their voting fans.