BMW wanted to wish the Internet a happy holiday in a way that would be engaging and shareable. So we combined something people do when it snows – drawing on car windshields — with America's new favorite pastime of interacting with a screen every two minutes, and created BMW Snowchat.
BMW Snowchat let you draw, stamp, and type holiday messages on a snowy BMW windshield from the indoor warmth of your phone, tablet, or computer and then share them with your social media family. Each message had a viewing time of just five seconds before it was wiped away, just like a real snow-covered windshield.
OBJECTIVE
Provide a social and shareable way for people to embrace the holidays while engaging with the BMW brand.
KEY FEATURES
RESULTS
WHY THE ENTRY DESERVES TO WIN
Snowchat successfully got people engaged with BMW in a way that was culturally relevant and fun, and that broke through the usual holiday social clutter.
