BMW is attracting new fans to the M2 Coupe with a number of marketing firsts.
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The new BMW M2 is a vehicle of firsts for the Bavarian automaker. BMW kicked off a new digital campaign with top model Gigi Hadid last week that is new marketing territory for the brand. There are a number of firsts for the M2 and BMW.
Gigi Hadid is the first top model from Los Angeles to officially work with an automobile brand and it’s the BMW M2 Coupe. In a new digital age, BMW uses the already successful model to help make the dealer launch of the new performance coupe a success. How did they do it?
BMW used the digital spot to kick off an integrated campaign for global rollout through TV, digital, social media and CRM channels that started April 14th. The “digital-first” approach was used for the first time for “Eyes on Gigi”, a video produced to draw attention to the new M2.
A one shot stunt
Another first for the M2 is when renowned film producer and screenplay author Marc Forster got involved with the shooting of the video. He’s directed films such as “James Bond – Quantum of Solace”, “Monster’s Ball” and “World War Z”. He partnered with BMW to create a highly unusual spot. The video is a “one-shot stunt” captured in a single uncut tracking shot. The spot was filmed at an airfield in California’s Mojave Desert under the direction of Oscar-winning cameraman Mauro Fiore (“Avatar”, “The Equalizer”).
Brilliant market by BMW
What better way to gain new fans than to tap into an already successful market. BMW partnered with Gigi Hadid who already has an incredible social media presence. She has 16.1 million subscribers on Instagram, nearly 1.9 million followers on Twitter and approximately 2.6 million fans on Facebook.
Sounds like a pretty good ideal by BMW. What does Gigi get out of it? Beside a nice paycheck, she gets free use of her own BMW M2 Coupe for six months.
Source: BMW
Image source: BMW
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