This summer BMW and its agency KBS' Attention are using social media to
document a road trip with the Hurly brothers, known for their affinity for autos and photography skills, in order to raise awareness for the luxury auto brand.
"We wanted to create
something different that would still appeal to our core audience while engaging new audiences along the way through the creator channels," says Lucas Brockner, associate director, partnerships,
business development, KBS' Attention.
The one-week social channel takeover used BMW’s social channels @BMWUSA and @BMWRoadTrip to follow these brothers down the California coast
in a BMW M4. As part of their adventure, they also rode around in a refurbished 1980 M1, met a 27-year-old who has 49 refurbished BMWs and saw professional driver Emile Bouret take a ride in their
vehicle.
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"We worked with the Hurly brothers to set up an itinerary but ultimately we wanted to leave room for organic opportunities to capture content along the way," says Brockner. "The
core concept was a BMW A-to-B road trip which included tackling some of the country’s best driving roads as well as interesting pit stops along the way. We felt it was important for the brothers
to feel freedom to capture as much as possible in their own unique way, leveraging their creativity and raw talent to advance the initiative in authentic a way possible."
The biggest
challenge came after all the content had been shot. "We had so many good photos and stories from the trip, we needed to figure out how to bring it all together in a way that was engaging and cohesive
for the audience we were trying to reach," says Brockner. "How do we make something so unique even more creative to captivate our audience?”
This is the first of these type of
initiatives activated for BMW. Last October Attention helped to launch the BMW #X1WHATSNEXT program with two of the world's top climbers.
In April, BMW and KBS released “Eyes on
Gigi,” a global campaign featuring model Gigi Hadid in an interactive 360-film and online game.