BMW Print 0 TO DESIR3 IN 5.9 SECONDS by kbs+p New York

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0 TO DESIR3 IN 5.9 SECONDS

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Industry Cars
Media Print, Magazine & Newspaper
Market United States
Agency kbs+p New York
Director Matthew Pizzano
Creative Director Paul Collins, Marc Hartzman
Art Director Olena Shmahalo
Designer Sevan Darakjian
Account Supervisor Nicole Lombardo
Editor Cody Stokes
Released November 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: BMW NORTH AMERICA
Product/Service: BMW 3 SERIES
Agency: kbs+
President And Co-Chief Creative Officer: Ed Brojerdi (KIRSHENBAUM BOND SENECAL + PARTNERS)
Co-Chief Creative Officer: Izzy DeBellis (KIRSHENBAUM BOND SENECAL + PARTNERS)
Creative Director: Marc Hartzman (KIRSHENBAUM BOND SENECAL + PARTNERS)
Creative Director: Paul Collins (KIRSHENBAUM BOND SENECAL + PARTNERS)
Senior Art Director: Peter Mendez (KIRSHENBAUM BOND SENECAL + PARTNERS)
Art Director: Olena Shmahalo (KIRSHENBAUM BOND SENECAL + PARTNERS)
Designer: Sevan Darakjian (KIRSHENBAUM BOND SENECAL + PARTNERS)
Director/Content Production: Dominic Ferro (KIRSHENBAUM BOND SENECAL + PARTNERS)
Content Producer: Craig Shuster (KIRSHENBAUM BOND SENECAL + PARTNERS)
Executive Technical Producer: Nick Meyer (KIRSHENBAUM BOND SENECAL + PARTNERS)
Technical Producer: Gaby Cid (KIRSHENBAUM BOND SENECAL + PARTNERS)
Technical Producer: Kari Prisco (KIRSHENBAUM BOND SENECAL + PARTNERS)
Director: Matthew Pizzano (KIRSHENBAUM BOND SENECAL + PARTNERS)
Editor: Cody Stokes (KIRSHENBAUM BOND SENECAL + PARTNERS)
Animation: Dana Yee (KIRSHENBAUM BOND SENECAL + PARTNERS)
Account Director: Socrates Papazoglou (KIRSHENBAUM BOND SENECAL + PARTNERS)
Account Supervisor: Nicole Lombardo (KIRSHENBAUM BOND SENECAL + PARTNERS)
Account Executive: Therese Hummer (KIRSHENBAUM BOND SENECAL + PARTNERS)
Editing Company: The Butcher Shop
Sound Design Company: Sound Lounge
Media placement: 0 To Desir3 Campaign Video - YouTube.com, Facebook.com - 17 February 2012
Media placement: YouTube Brand Channel - Phase 1 - YouTube.com, Facebook.com - 17 Feb.2012 - 9 March 2012
Media placement: Voting Panel - Phase 2 - YouTube.com, Facebook.com - 12 March 2012 - 26 March 2012
Media placement: Open Voting - Phase 3 - YouTube.com, Facebook.com - 27 March 2012 - 9 April 2012
Media placement: Winner/Post - Contest - YouTube.com, Facebook.com - 13 April 2012 - On

Describe the objective of the promotion.
The “0 to Desir3 in 5.9 Seconds” contest was designed to engage future BMW owners and fans and have them express their desire for winning the all-new
3 Series via a 5.9-second video.

To reach that audience, we used a one-day homepage takeover on YouTube.com to launch the contest. It extended into a multi-phase program to activate our current owners and fans through Facebook status posts, tweets and email reminders.

This would help BMW generate buzz on the launch and attract a younger, more digitally savvy customer base and increase subscriptions to its new BMW of North America YouTube brand channel.

Describe how the promotion developed from concept to implementation.
The concept was simple: Show us how much you Desir3 the all-new 3 Series, and it could be yours.

All users had to do was create the most creative, innovative and epic 5.9-second video to win the car. The time is a reflection of the car’s 0-to-60 mph speed.

From there, we developed a phased approach and strategic rollout to maximize the brand’s social channels.

To expand this reach, the contest was extended into BMW USA’s Facebook page. Between YouTube and Facebook, BMW could reach enthusiasts and a younger audience—its next generation of drivers.

Explain why the method of promotion was most relevant to the product or service.
People go to YouTube for two primary reasons—to contribute and/or consume content.

We allowed participants to do both with a creative challenge born from the vehicle’s 0-to-60 acceleration time and reflecting the speed of the YouTube culture.

All video entries had to be 5.9 seconds (give or take a tenth) and express the entrants’ desire to win the all-new 3 Series.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We received more than 2,000 entries, generating more than 2.4 million video views and gained 1.7 million impressions on Twitter.

YouTube brand channel subscriptions grew 100% and Facebook fans increased by 244% compared to the previous 51 days.

LuxuryDaily.com named BMW to its Top 10 luxury digital marketers in the first quarter of 2012.

“We were very impressed with the level of creativity and innovation in the submissions,” said Trudy Hardy, Manager, BMW Marketing Communications and Consumer Events. “Much like the BMW 3 Series Sedan, our fans have proven themselves to be real performers.”