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BMW

Building the Pistonheads M4

BMW

Building the Pistonheads M4

Challenge

Re-connect enthusiasts with BMW’s M brand as part of the launch of the new BMW M4.

Challenge

Re-connect enthusiasts with BMW’s M brand as part of the launch of the new BMW M4.

Idea

Our solution was the BMW M4 PistonHeads Fan Car – a car of the community, by the community.

We invited PistonHeads users to collectively spec-up a BMW M4 with a specially built online configurator. The final car spec – in fact, the first individually specced M4 in the world – was actually built by BMW, then put on-show at the Goodwood Festival of Speed on a co-branded BMW / PistonHeads stand. We invited PistonHeaders to come to Goodwood to see the car in the flesh, and made a 360-degree video of the car racing up the hill.

Idea

Our solution was the BMW M4 PistonHeads Fan Car – a car of the community, by the community.

We invited PistonHeads users to collectively spec-up a BMW M4 with a specially built online configurator. The final car spec – in fact, the first individually specced M4 in the world – was actually built by BMW, then put on-show at the Goodwood Festival of Speed on a co-branded BMW / PistonHeads stand. We invited PistonHeaders to come to Goodwood to see the car in the flesh, and made a 360-degree video of the car racing up the hill.

Success

Over 8,000 M4s were specced. Every campaign KPI was exceeded – be that hand-raisers, video views, view completions or CTRs. One PistonHeader even wanted to buy the car on the day at Goodwood.

Success

Over 8,000 M4s were specced. Every campaign KPI was exceeded – be that hand-raisers, video views, view completions or CTRs. One PistonHeader even wanted to buy the car on the day at Goodwood.

Output

1x interactive microsite
1x PistonHeads BMW M4
2x promoted stories
12x standard display ads
2x newsletter posts

Output

1x interactive microsite
1x PistonHeads BMW M4
2x promoted stories
12x standard display ads
2x newsletter posts

Related work

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive – conceiving and delivering native campaigns and branded content that are specifically tailored to Haymarket’s powerful publications and enthusiast audiences.

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