Show time!
Riding the success of BMW’s movie-inspired virtual auto show experience during the pandemic, we transformed and delivered the next wave of movie-inspired programming as a drive-in experience to debut the BMW iX and i4 M50 to over 800 in-person and 2,700 online-streaming guests.
Background
Navigating the global pandemic and lockdowns of 2021, BMW Canada pivoted and experimented to create a virtual model launch experience that customers and fans could enjoy from the safety of their own homes.
Dubbed BMW Auto Show and A Movie, this virtual event featured a high-action, fast-paced, 20-minute film that introduced audiences to new 2022 BMW models and concepts including the M3, M4, iX, i8, and the hybrid X3 30e, while weaving in BMW’s rich history. This was then followed by an advance screening of a feature film via Cineplex.
The event saw tremendous success with over 7,000 registrations for the virtual experience and an additional 1.7 million post-event views across BMW Canada’s social and digital channels.
For 2022, BMW Canada asked us to reimagine this event to honour their commitment to increasing the velocity of in-person experiences and create something exceptional.
Challenge
The success of 2021’s BMW Auto Show and a Movie had the benefit of great focus. 100% of the audience was at home and everything went into creating a great virtual experience.
For 2022, the program expanded to target two distinct audience groups: those who were open to in-person events but needed something truly inspiring to make it worthwhile, and those who opted to stay at home but didn’t want to compromise on the experience.
The program would also have to be executed in multiple markets and geographies across Canada, cater to a wide demographic audience, and compete against all the other enticing opportunities of a warm summer night in Canada.
Finally, the end goal was to debut the 2023 BMW iX and i4 M50 and surprise the audience with a virtual sneak peek of the first-ever BMW i7 and XM concepts.
Challenge
The success of 2021’s BMW Auto Show and a Movie had the benefit of great focus. 100% of the audience was at home and everything went into creating a great virtual experience.
For 2022, the program expanded to target two distinct audience groups: those who were open to in-person events but needed something truly inspiring to make it worthwhile, and those who opted to stay at home but didn’t want to compromise on the experience.
The program would also have to be executed in multiple markets and geographies across Canada, cater to a wide demographic audience, and compete against all the other enticing opportunities of a warm summer night in Canada.
Finally, the end goal was to debut the 2023 BMW iX and i4 M50 and surprise the audience with a virtual sneak peek of the first-ever BMW i7 and XM concepts.
Solution
When it comes to the best way to enjoy a great movie on a warm summer night, nothing beats the drive-in. Inspired by the fusion of two things the BMW audience loved—films and their bimmers—we created an all-new 2022 Auto Show and A Movie experience and took it on the road to drive-in movie theatres in the greater Vancouver and Toronto markets.
This invite-only event for BMW customers featured everything we love about the drive-in: complimentary snacks and ice cream, a chance to connect with friends and family outside, and a Hollywood blockbuster on the big screen that you could enjoy from the comfort of your own car underneath the starry summer night.
In addition, the new iX and i4 M50 were on-site at each event for customers to experience and explore before they settled back in their own cars for Marvel Studio’s Thor: Love and Thunder.
This was accompanied by virtual stream experience that BMW fans could enjoy from the comfort of their own couch (snacks subject to whatever was available at home).
Results
The in-person Auto Show and A Movie experience at drive-in theatres in greater Toronto and Vancouver markets saw over 800 customers attend and participate. It was a fantastic opportunity to interact with BMW brand ambassadors and experience the vehicles.
In addition, over 2,700 BMW brand fans participated in the live-stream experience on BMW Canada’s social and digital channels.
We can also confirm that the complimentary snacks and ice cream were a massive hit among BMW’s youngest fans and future customers.
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