We navigated Covid with influencers in electric car convoys for the Formula E S6 finale

PROJECT

Berlin Electrified

CHALLENGE

To create a COVID-19 safe activation that would engage the motorsport community but more importantly promote the brand to a wider audience in person and online, during the season 6 Formula E finale.

SOLUTION

We conceptualised and delivered Berlin Electrified – a city-wide campaign whereby key influencers from the worlds of eSports and music were pitted against each other as part of a battle to “take over” the city of Berlin. ​A series of challenges were set, utilizing partnerships and unique product assets from the worlds of Formula E and BMWi, inspiring our influencers to interact with their audiences, showcase their skills and promote the innovative and thrilling nature of BMWi.​

The output was a constant stream of high quality, influencer-led social media content, that told a compelling story of the BMWi brand and the capabilities of EV’s across owned channels and was amplified through influencer channels. The content reached over 34 million social media accounts, with posts racking up over 300,000 engagements.

The climax of the campaign was a 50 strong, world first, all electric and hybrid convoy procession through the city streets of Berlin, led by the team leaders from each of our eSports and music partnerships.

In addition, BMWi partnered with Formula E to deliver an all electric and hybrid drive-in cinema experience throughout the two week season finale where loyal fans, customers and partners could enjoy the racing action and test drive the latest BMWi range. Leading music artist and friend of BMW, Lost Frequencies, was on hand to provide the entertainment and help give guests a memorable, COVID-19 safe experience.

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