2012 brought the need for another invitation. This year we created a program called Fast Asleep. We placed a poster on the ceiling of the player’s rooms. When the lights went down the headlights and a headline glowed in the dark inviting them to the racing event. On their TV was an invitation on the relaxation channel featuring the roar of a BMW M6.
Our latest invitation to get PGA players behind the wheel of BMW’s M cars at the Indianapolis Motor Speedway was featured as Ad Age’s and Creativity’s pick up the day.
Along with all the communications we create for the BMW Championship, part of our assignment is to document the event in a photo book that brings the event and the brand to life. Featuring just a small slice of the over 6,000 shots we take at the event every year, the book lives in many different places — as an in-dealership book, a communications piece for tour VIPs and as a gift for the PGA players themselves.
We created a promotion that directly led to 241 test-drives in Chicago, a 17% response, in a world where 3% is considered successful.
As a sponsor of the FedEx cup, BMW ‘lived’ their global JOY campaign by treating participants to a little cold water during a very hot tournament. The message was revealed by turning the bottle in your hand.
PGA players are, if anything, competitive world class athletes. So how do you get them behind the wheel of BMW’s M cars? Hold a ride and drive racing event at the “Autobahn Country Club” during the BMW Championship in Cog Hill. But when the players are already inundated with hundreds of other invitations throughout the tour, yours has to stand out. You don’t put a card with details into an envelope and hope for the best.
In this case, we created a motor oil scented cologne called “15W – 50″ that evokes the essence of the race track. The cologne was then placed in the player’s lockers. A week later when the players check into their hotel rooms, they’re greeted by skid marks coming out from beneath their sinks with another message inviting them to sign up for the event.
Special shout out to our events partner, Octagon.