Driving International Cultural Relevance for BMW Lifestyle

ASK

BMW Lifestyle asked us to support them with positioning the brand within relevant cultural circles, extending their target audiences while keeping existing customers. They needed an approach that integrates touchpoints holistically, while adjusting global campaigns and collaborations on a local level.

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APPROACH

We decoded communities and built a cultural strategy that combines a key opinion leader approach with brand and media partnerships. The interplay between motorsport, art, and fashion was brought to live via locally adjusted event activations such as the BMW Lifestyle x PUMA Motorsport collection launch in New York.

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RESULTS

We created a top-notch live experience in NYC, that maximized the trickle-down effect through strategic event curation and premium experience elements, resulting in a full house an hour after opening and over 1M impressions on social media. For the event, we identified and invited four prominent talents who elevated the events credibility and curated an exclusive guest-list with renowned cultural tastemakers from the NYC creative scene. Via prior seeding of influential attendees, as well as innovative distribution with social curators, we enhanced the cultural relevance and reach of the collection. Our KOL posted more than 3x the contracted content on social media, reaching over 700K people.

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