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BMW USA
David Bowie Is

Challenge: Take a somewhat disconnected sponsorship and media buy with the David Bowie Is exhibit at the Brooklyn Museum, and turn it into a genuine partnership while highlighting the all-new X2.

 

Solution: Add something to David Bowie Is; namely that David Bowie was a long-time New Yorker. Part of this was a photoshoot for later use on Instagram, but we set it up in the middle of the day around places that meant a lot to Bowie, and promoted it through Twitter as a live, as-it-happened scavenger hunt.

 

Result: In two days, our Manhattan- and Brooklyn-focused campaign resulted in over 130 UGC posts. And despite a last-minute legal issue that forced us to remove David Bowie Is branding from the vehicle, the audience figured it out and sentiment was 93% positive, with favorable comments about the styling of the X2.

And if you're wondering who drove Ziggy the X2 over the Brooklyn Bridge—and back and forth from the wrapping place in farthest-flung New Jersey—c'est moi.