The first-ever all-electric BMW i3 hit the road in 2014. But with several other electric vehicles in the market, we needed to explain what makes the BMW i3 better, and show that an electric car can do all the things people might not expect it to do.
After all, an electric BMW is still a BMW.
So we created a social program around a series of short, shareable stories called "i Can Do That."
Four stunts, captured in twelve 6-second Vine videos, that showed just what the innovative BMW i3 can do.
OBJECTIVE
Reach a wider audience and educate them about the all-electric BMW i3 in an entertaining, shareable way.
KEY FEATURES
12 Vine videos, covering three variations of four different stunts:
This was BMW's first foray into Vine.
RESULTS
The Vines generated over 4.5 million impressions and our hashtag #BMWicandothat was used over 1,500 times.
The overall Engagement Rate of 14.15% exceeded the Auto benchmark by 843%.
BMW i's follower base rose by over 15%.
WHY THE ENTRY DESERVES TO WIN
Rather than offer longwinded explanations of the BMW i3's unique points of differentiation through dull, technical videos, these vines showcase each point in an entertaining way. They take advantage of Vine's inherent looping, as actions like Parkour are fun to watch over and over again, and the weightlifter appears to endlessly lift the carbon fiber shell.
Most important, these simple videos were effective, as the metrics show. They brought in new fans, further educated existing ones, and sparked conversation. All in 6 seconds.
