BMW & The Ryder Cup

BRIEF

Maximise awareness of BMW’s partnership with the Ryder Cup by generating 3 million impressions and securing a minimum of 240 warm leads through Twitter.

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SOLUTION

A live and interactive social commentary on the Ryder Cup. We used real-time Twitter content to constantly keep fans informed of the battles taking place on the course, with a number of big broadcasters copying our 4-image-tweet format in their own feeds! The Blue v Red, Europe v USA campaign identity dramatised the intensity of the competition, and inspired fans to tweet motivational messages to their heroes. We made the best fans’ tweets famous, and rewarded them with tickets to Gleneagles. And to add a bit of social fresh air, we commissioned unique illustrations of everyone’s favourite Ryder Cup moments and surprised re-tweeters with tickets and prints of the iconic artwork.

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RESULTS

6.8 million social media impressions, more than double our target, and the Twitter activity was directly responsible for 518 product leads - double our target. The Drum described the campaign as “dominating” the Ryder Cup conversation, whilst Twitter themselves called out #DriveYourTeam as exemplary practice.

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