BMW // Test Fest

A complete media experience that exceeded expectations of some of the most demanding critics.

Challenge

In an oversaturated auto market, how does BMW Group introduce their latest product lines and innovations to the media in a compelling and motivating way?

Approach

Create a curated series of experiences – from hotel media lounge and elevated meals to product integration and performance driving – in a free flow format allowing key media members to get hands on and up close with BMW, MINI and Rolls Royce vehicles, with advance access to the latest launches and technology.

Solution

Leveraging the BMW Performance Center in Spartanburg, SC we helped create a jam-packed agenda for media members to have options and make the most out of their 48hrs in town. From scenic drives to track drives with the vehicle of their choice, unveiling ceremonies and presentations by BMW executives, plant tours and static displays, media had a buffet of experiences to choose from. We handled all media travel/accommodations, vehicle logistics, F&B, drive experiences, and evening activities.

Quick Stats

Experience was rated 100% for top two box (Above average and Excellent)

62 key media members from the US, Canada and Latin America

Over 50% of media published or posted stories within 10 days

What We Did

Event Activation
National Event Staffing
“Love it sooooooo much. Having the ability to focus on the products that meant the most to our audience was incredibly helpful. Love the "free-form" nature of the proceedings. I wish all launches were structured more like this."
Journalist Attendee

People will forget your witty hashtag and your latest campaign,

but they will never forget how you made them feel.