Social Media Campaign of the Year 2017: BMW
BMW's 'Genius - Live' has won the 2017 Social Media Campaign of the Year
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.
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...
- 1IntroductionWhat are the best new cars to buy in the UK right now? The 2017 Auto Express New Car Awards reveal all...
- 2Car of the Year 2017The Auto Express Car of the Year for 2017 is the Land Rover Discovery
- 3City Car of the Year 2017The Volkswagen up! is the 2017 Auto Express City Car of the Year, with the Kia Picanto and Skoda Citigo commended
- 4Supermini of the Year 2017The SEAT Ibiza is the 2017 Auto Express Supermini of the Year, with the Citroen C3 and Skoda Fabia commended
- 5Compact Family Car of the Year 2017The Volkswagen Golf is the 2017 Auto Express Compact Family Car of the Year, with the Skoda Octavia and Vauxhall Astra commended
- 6Family Car of the Year 2017The Skoda Superb is the 2017 Auto Express Family Car of the Year, with the Toyota Prius and Vauxhall Insignia Grand Sport commended
- 7Estate Car of the Year 2017The Skoda Octavia Estate is the 2017 Auto Express Estate Car of the Year, with the BMW 5 Series Touring and Skoda Superb Estate commended
- 8MPV of the Year 2017The Citroen Grand Grand C4 Picasso is the 2017 Auto Express MPV of the Year, with the Renault Grand Scenic and SEAT Alhambra commended
- 9Small SUV of the Year 2017The Citroen C4 Cactus is the 2017 Auto Express Small SUV of the Year, with the Dacia Duster and Peugeot 2008 commended
- 10Mid-size SUV of the Year 2017The Peugeot 3008 is the 2017 Auto Express Mid-size SUV of the Year, with the Mazda CX-5 and SEAT Ateca commended