Vine has proven itself as an effective platform to demonstrate a product’s uses (see: Lowe’s) or a multinational’s versatility (GE). Now, BMW is adding a bit of Bavarian engineering to the mix. The automaker has launched its first-ever Vine campaign, a series of short, looping videos that show off various features of the its new i3 model.
Developed by KBS, the series called “I can do that” comprises 15 videos, 12 of which premiered Monday. Each highlights a different product attribute, from how the vehicle can turn in confined spaces, to how spacious it is, to how light it is. Each video is intricate enough to warrant repeated views. For example, to answer the question “Can the BMW i3 show off its turning radius?” the car shoots spray paint from its nimble piloted tired to spell out the letters “Y-E-S” on the pavement.
KBS also partnered with popular Viners Frank Danna (@erskine) and Gentleman Jack (@JackBethmann) to create the videos, each of which use a quick-cut, stop-motion aesthetic. “Our challenge was to create a social campaign that would tell the story of the innovative all-electric BMW i3,” said Marc Hartzman, group creative director at KBS.
The videos — which include an insane parkour routine that demonstrates how spacious the vehicle is, and a clip showing the car dodging a massive wrecking ball — were created along with production company B-Reel, were all shot with an iPhone camera.
Hartzman said that the parkour routine is also complex enough that people will want to watch it over and over again, using Vine’s looping capabilities to full effect.
Still, BMW is a relative late-comer to the platform. “Vine has been on our radar for a while,” said Kate Alini, social media and emerging technologies manager at BMW North America. “We were waiting to find the right type of content to best leverage the channel. Vine allowed us to tell really shareable short stories and not take ourselves so seriously.”
To date, the Vines have in total looped 88,243 times. BMW USA has 143 followers on Vine.
Marketers seek agency-of-record relationships with influencer agencies as influencer marketing matures
Marketers are moving away from a project-based approach to a long-term vision with influencer marketing agencies participating in strategy meetings along with other agencies rather than being an afterthought.
Why acquisitions could be the inevitable future for embattled in-game ad companies
As game developers and big tech companies alike realize the revenue-generating power of mobile gaming, they have engaged in a flurry of merger and acquisition activity.
Marketing Briefing: With younger consumers questioning brands’ trustworthiness, marketers turn to scenario planning
More certainty that a marketing play is an authentic fit for a given brand is key as consumers are more skeptical of advertising than ever.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
Digiday+ Research: Agencies see different paths for online, offline ad spend this year
Agencies expect a big jump in online ad spend this year — but the same isn't true for offline ad spend.
The open programmatic market is in a tough spot
There’s a ballooning number of publisher-initiated programmatic auctions being pushed through a shrinking ad tech pipe.