BMW “iConcierge” Influencer Campaign

To support the launch of the BMW i3 and i8 vehicles, a social influencer program was developed to change perceptions, drive awareness and promote social engagement. 170 influencers were given the exclusive opportunity to experience to drive the all-new, all-electric BMW i3 with an extended 3 day test drive including advocates such as David Suzuki, who was so impressed he bought one himself. Mentions for the BMW i brand in the online space increased by 76% during the campaign period. The program resulted in over 12 million estimated social media impressions and the success of the #BMWiConcierge Canadian program attracted the attention of BMW HQ and is currently being operationalized by other markets across the globe. The ongoing work for BMW has also awarded them Marketing Magazine’s #4 as top Canadian companies on social.