To create an association between BMW UK and the England Rugby team fans in an engaging and relevant way. The film was made to highlight the new sponsorship between BMW UK and some of the England team – also showcasing the Under 21′s.
Followers of the England Rugby team and BMW UK on YouTube, Facebook and Twitter. The film was played at all of the England home games during the 6 Nations. It was played on all of the large screens and the BMW hospitality stand. Four of the England players were shown a special screening prior to the first game to encourage them to share/tweet to their fans.
MEASURES OF IMPACT AND EFFECTIVENESS
Overall, the campaign over delivered against expectations across estimate views, CPV and interactions.
410,893 views of the long video – YouTube
929,821 views of the short video – YouTube
51, 397 interactions (Facebook likes, re-tweets)
92% positive sentiment