Using data, design and compelling product stories to evolve BMW’s digital properties into engaging lead driving experiences.
BMW is an iconic brand, but its digital presence was held back by an inconsistent user experience, lack of compelling stories and an inefficient process for updating content. As Executive Creative Director, I led a multidisciplinary team of creatives on a series of design and campaign initiatives for the BMW USA site and social channels to improve the user experience and tell the story behind the ultimate driving machine.
BMW
Role: Executive Creative Director
Agency: Critical Mass
A bold new strategy for BMW social.
Our approach was that social platforms can be more powerful when they seamlessly connect to other brand interactions. We created social content that tied to larger brand ecosystem and kept craft, creativity and design as the foundation of the brand. We tapped into the passionate BMW owners and influencers community to significantly grow BMW USA’s social footprint and followers.
28% increase in followers and 14% increase in engagement YoY.
Data meets design: A better ‘Build Your Own’
How do you help a car shopper sort through millions of potential options and build their perfect BMW? Our team answered that question by completely rethinking the configurator experience. Built on a recommendation engine that drives personalization and localization as well as surfacing timely vehicles stories that help users not only select features but help them understand the why they should.
*Webby Award winner.
8 Series interactive digital launch.
Using only real sounds from the all-new 8 Series, a dreamlike environment of sound and light came to life to through social, site and an audiovisual installation at Monterey Car Week. Unique Instagram Story ‘hacks’ gave the sense of controlling the sound and light around the vehicle as they tap through.
BMW Insight App
The exterior of a BMW conveys beautiful design, but the true craftsmanship lies within. It can be hard to tell a technological story about new vehicles like BMW’s line of electric and hybrid cars. Introducing BMW Insight. It’s a mixed reality app that lets anyone see the hidden feats of electric engineering.
*Webby Award winner.
