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BMW: Gran Turismo Sport Influencer Activation

Challenge: BMW was the launch brand for Gran Turismo Sport, the first installment in the GT series with fully-formed VR functionality. And it was debuting at BMW's Ultimate Driver Experience at CES, to boot. But how do we convince a gaming audience that this was born of a mutual enthusiasm between the brands, not just BMW ponying up some cash to get on the cover? Solution: We hired an influencer, @JayzTwoCents. What made Jay perfect for this was that he's not only a gamer, he's a genuine gearhead, too. That meant he could introduce his audience to BMW and bring them into our fold, while highlighting what made BMW the perfect partner for Gran Turismo. Result: A Twitter- and YouTube-driven campaign during CES in which our influencer introduced a new audience to BMW. Not only did Jay provide a first-hand account of what it was like to play GT Sport VR, he provided first-hand accounts of what it was like to drive a modern BMW, the speaker panel featuring BMW racing drivers and the legendary Gran Turismo developer Kazunori Yamauchi, and why BMW and GT Sport VR were meant for each other.

Project Roles
Creative Director, Strategist
Company
Critical Mass
Skills
Creative Strategy, Producing, Social Media Strategy
Media
Social Media Content
Project Industries
Automotive, Gaming
BMW: Gran Turismo Sport Influencer Activation
BMW: Gran Turismo Sport Influencer Activation