BMW at CES: Co-creating with KOL across Activation Phases to Leverage Innovation with Entertainment

‍ASK

At CES Las Vegas 2025, BMW previewed the upcoming in-car experience and vision of possibilities for the ultimate electric driving experience. We were asked to activate their presence at CES and drive emotional connection with the brand.

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APPROACH

We leveraged the power of entertainment at the CES Las Vegas 2025 for BMW by co-creating KOL storylines across all activation phases.

In collaboration with Ken Jeong, we created a script and content teaser that played on cultural references to raise international awareness for BMW at the upcoming CES, generating over 22M impressions.

On site, we leveraged Tim Meadows' comedic power and hosted 21 fully-booked live shows that attracted press and public to showcase the innovation.

With technology expert Tom, the Tech Chap we let international audiences partake in the show and explained the innovation via KOL and and owned channels, generating an additional 9M views online.

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RESULTS

The interplay between the different KOLs and their roles within communication created anticipation and engagement in a captivating manner. Not only was the CES a success on site with 21 fully-booked shows, but our KOL drove more than 32M impressions online. Via co-creation with our KOL, we were able to combine the ’show character’ of Vegas with BMW’s innovation.

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