CHANNEL MARKETING / STRATEGY / FILM PRODUCtION
BMW AG - BMW Mountains
A COMPLETE PRODUCTION FOR CAMPAIGN EXTENSION IN SOCIAL MEDIA IN ONLY TWO DAYS
Behind the Scenes
Our team had some action-packed days in the Zillertal Alps. In two days we filmed, photographed and produced material for the campaign extension.
BMW staged its 2018 X-Drive models with a testimonial campaign around athletes from outdoor sports such as skiing and mountain biking.
Our task was to extend the campaign into the social media channels, and above all to increase the net play time of the previous BMW films.
Our core idea: commercials rarely work in social media - testimonial or not.
To grab the users and keep them engaged, we created an action-packed story with skier Roman Rohrmoser and Swedish mountain bike star Martin Söderström in the leading roles. For the first time in BMW history, we produced authentic storytelling material for the X-Drive models.
In addition to the main clip, we also made various teaser films that repeatedly referenced the main film. This made it possible to play the campaign with weekly postings over a period of two months.
A proud achievement on our part. The entire project took only two days. This Included storyboard creation, planning, obtaining permissions, logistics, coordination and filming.