Tease using a Conversational Card
To start its campaign, BMW teased videos of a David Bowie-themed car coinciding with the David Bowie exhibit in NYC. To complement its teaser videos, BMW leveraged Twitter’s Conversational Card, which enables fans to share a prepopulated Tweet about the car simply by clicking a strong CTA.
Retarget to reinforce brand messaging
But it wasn’t done — BMW retargeted its audience who engaged with its ads, providing additional video content and driving viewers directly to BMW’s website to learn more about the X2 or schedule an appointment to see it.
Audience retargeting helped BMW reinforce its message and drive awareness with its audience throughout the year, keeping the X2 top of mind for potential buyers who might be mulling over their decision.