above target increase in ticket sales
increase in social media reach targets
increase in contacts captured
Our objectives were to;
- Increase ticket sales from 2017
- Encourage M Festival app downloads
- Increase social reach by 50%
- Generate 50% increased contacts
Because M Festival was both an outdoor festival and much more than just an automotive showroom, we needed to appeal to a diverse group of people.
Our solution was to create unique interactions that would encapsulate the event, allowing us to set up the purchase moment through content, social interactions, messaging and innovation.
- Omni-channel approach:
- Digital engagement
- Gamification (online and at the event)
- A radio & print partnership
- Interactive Chatbot
- Influencer challenges
- Ticket Sales increased by 25%
- Social reach increased by 59%.(9% above target)
- 149% increase in contacts captured.(99% above target)
About the campaign
The 2nd ever BMW M Festival took place 26 - 27 October 2019, at the Kyalami Grand Prix Circuit. Vizeum looked at ways to help BMW entrench and excite customers about the brand under the BMW M umbrella, by grasping consumer attention and delivering a more memorable, personalised and engaging experience, both online & offline.
Other agencies involved: Wunderman Thompson, Detonator & Gaming Ventures
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