Skip advert
Advertisement

Social Media Campaign of the Year 2017: BMW

BMW's 'Genius - Live' has won the 2017 Social Media Campaign of the Year

Social Media Campaign of the Year 2017: BMW

Car buying is complicated. With a range as large as BMW’s, it’s rare you’ll find someone with an intimate knowledge of the entire line-up and all the options – even in a dealership. It’s even less likely that any expert will also know how to make it all work.

Advertisement - Article continues below

But BMW borrowed an idea from tech giant Apple, employing a highly trained Genius in every retailer. Geniuses know everything about the cars, from how to pair a phone to the service schemes’ small print.

Yet as more buying decisions are made online, many customers don’t know the Geniuses exist. So BMW raised awareness via a social media campaign.

The BMW Genius sessions were streamed live on Facebook and YouTube, with supporting content on Instagram and Twitter. The campaign reached over 2.5 million people, generating 89,000 social engagements and 1.2m video views across the four episodes. Our judges thought it was pure genius.

Auto Express New Car Awards 2017

For complete, in-depth coverage of the 2017 New Car Awards, buy your collector's edition copy of the Auto Express magazine now or click here to subscribe...

Skip advert
Advertisement
Continue Reading

Find a car with the experts

Skip advert
Advertisement

Recommended

Best new cars coming soon: all the big new car launches due in 2025, 2026 and beyond
New cars coming soon header image

Best new cars coming soon: all the big new car launches due in 2025, 2026 and beyond

These are the most important new cars headed our way, from brands including Audi, BMW, Dacia, Ferrari, Ford, Skoda and more
Best cars & vans
23 Jun 2025
BMW is killing carbon fibre to build its lightweight M cars from plants
Sustainable BMW carbon fibre replacement roof

BMW is killing carbon fibre to build its lightweight M cars from plants

Developed in collaboration a Swedish clean-tech firm, natural fibres are said to be just as strong and lightweight as carbon alternatives, plus more s…
News
19 Jun 2025
New BMW Concept Speedtop is an ultra-rare shooting brake with looks to die for
BMW Concept Speedtop - front

New BMW Concept Speedtop is an ultra-rare shooting brake with looks to die for

Couldn’t get on the shortlist for the BMW Skytop? Here’s the hard-top version – but only 70 will be made
News
23 May 2025
Ultra-exclusive BMW Skytop spotted on the road for the first and possibly last time
BMW Skytop - front 3/4

Ultra-exclusive BMW Skytop spotted on the road for the first and possibly last time

Only 50 examples of the elegant V8-powered two-seater will be made, each costing approximately £500,000, and they’ve all been sold
News
16 May 2025

Most Popular

New Xiaomi YU7 2025 review: a world-beating new EV to worry the establishment
Xiaomi YU7 - front cornering

New Xiaomi YU7 2025 review: a world-beating new EV to worry the establishment

BMW or Mercedes would do anything to keep the new Xiaomi YU7 from sale in the UK and Europe, and this is why
Road tests
14 Jul 2025
Super-luxury Renault Rafale is the French president's new trump card
Presidential Renault Rafale - front static

Super-luxury Renault Rafale is the French president's new trump card

The Rafale was chosen to showcase ‘French excellence and art de vivre’
News
16 Jul 2025
Renault 5 Monte Carlo Edition pays homage to the Clio Williams
Renault 5 Monte Carlo Edition - front

Renault 5 Monte Carlo Edition pays homage to the Clio Williams

The Renault 5 Monte Carlo Edition has been created by Dutch company Re-volve and is limited to just 25 units
News
16 Jul 2025