Last year, BMW launched its first all-electric BMW iX sports activity vehicle in the United States. To promote this milestone during the Super Bowl, it created a 60-second video ad that showed Zeus, the mythical Greek god of the sky and thunder, retreating to Palm Springs and rediscovering his spark when his wife, Hera, gifts him a BMW iX.
To extend the ad’s reach during this peak moment , oman phone number material BMW made YouTube a key part of its Super Bowl strategy. “YouTube is a great amplifier of content, which not only increased the audience size exponentially, but also extended the longevity of the ad,” explains Albrecht Pagenstert, Head of Brand Marketing at BMW. “What aired once during the Super Bowl lives online and has received millions of additional views.”
BMW’s strategy was to reach a wide variety of passionate Super Bowl fans through YouTube AdBlitz , the premier hub for fans to view Super Bowl ads with playlists of the most comedic, dramatic, action-packed and inspiring ads. Through AdBlitz, BMW was able to target specific inventory of Super Bowl-related videos, such as NFL Highlights, viewed by sports fans, and Big Game Music Lineups, preferred by audiophiles.
Once the campaign piqued viewers’ interest during YouTube’s AdBlitz, BMW came up with a strategy to satisfy their hunger for more content. It posted behind-the-scenes videos, including interviews with the all-star cast and the ad’s director.
Audiences couldn’t get enough of BMW’s campaign. In fact, many YouTube commenters enthusiastically asked for the main video to be turned into a full-length movie. In the end, the piece garnered 17 million unique views and 970,000 clicks. In addition to being recognized on the YouTube AdsLeaderboard in the United States , BMW earned the #7 spot on USA Today’s Ad Meter .
HBO Max, WE, and BMW all hit the nail on the head with video ads that entertained and engaged key audiences. By aligning their ads with popular YouTube trends, creating creative pieces tailored for different platforms, and following the ABCDs of video effectiveness, these brands demonstrated how to successfully combine immersive storytelling with the power of YouTube.
