Ahead of the launch of its first-ever X2, a Sports Activity Coupe — the hottest new car type amongst millennials — BMW (@BMWUSA) was faced with a challenge: How do we build mass awareness and drive consideration for a completely new product line when launching on Twitter?
Looking to surprise its audience and distinguish its new car, the BMW X2, from others in its class, BMW turned to Twitter for the launch of the X2, harnessing Twitter’s power to connect brands launching something new with an engaged and receptive audience.
With few product launches per year and a lengthy buying cycle, BMW recognized the importance of a successful launch on Twitter that would build mass awareness and drive consideration for its new product line.
BMW kick-started its campaign with bold, creative videos teasing its new X2 model. At launch, it leveraged Twitter’s First View product to run a video takeover campaign designed to drive mass awareness of its new car. Compared to US campaigns without First View, campaigns which utilize First View are able to increase recall among more people at lower costs.1 Simply said, the first ad position on Twitter overdelivers.
BMW combined First View with a Promoted Trend, which nearly doubles ad breakthrough: +86% higher recall on campaigns with First View and Promoted Trend vs. just First View (control vs. exposed).2 BMW’s campaign on-platform complemented and amplified real-world brand activations at key cultural events.