The Objective
BMW, a world-class automobile brand, sought to promote its Plug-in Hybrid car, the BMW eDRIVE, in South Korea. The brand collaborated with popular K-Pop musician and TikTok creator Henry to launch its "e-ideal Vibe" campaign. The focal point of the campaign was Henry's creativity in producing a remix of the popular song "Thunder" by Imagine Dragons using only sounds from the BMW eDRIVE.
The Solution
The campaign centered around Henry recording sounds from the BMW eDRIVE, such as tapping on the hood or plugging in the electric charger, then editing and looping those sounds to create the remix. This served as the basis for the #BMWeDRIVE Branded Hashtag Challenge.
To kick off the challenge, Henry and five other TikTok creators called on users to create various types of videos. Using a sample of Henry's remixed soundtrack, participants in the challenge were encouraged to get creative. The were allowed to freely come up with fun ways to dance to the BMW version of Thunder, or even replicate Henry's method of creating music and sharing it with the world.
To support the Hashtag Challenge, BMW launched a series of branded solutions on TikTok, including TopView and Brand Premium In-Feed Ads for the duration of the six-day campaign.
The Results
The #BMWeDrive Branded Hashtag Challenge was unique - there was “No sticker, No Dance, No Transformation." BMW left it entirely up to users to put their creativity caps on and create content to their heart's desire. And it worked. The campaign attracted 45.99M video views from 3,400 participants. It also drove 6.29 million engagements. Best of all, this campaign reached beyond the South Korean market with participation from as many as 49 countries around the world.
