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EventMarketer – Mirrored Media’s ROAD TO COACHELLA: BMW I SENDS 15 INFLUENCERS ON A CONTENT CREATION JOURNEY

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ROAD TO COACHELLA: BMW I SENDS 15 INFLUENCERS ON A CONTENT CREATION JOURNEY

Posted on  by Kait Shea

 Riding on the heels of its successful Road to Coachella campaign in 2017, BMW i put its show on the road once again this year to drive awareness of its i Series electric and hybrid vehicles, reach new audiences and engage the creative, passionate (and eco-friendly) demographic Coachella tends to attract. The brand’s presence reached far and wide, encompassing an artist partnership, a robust influencer program and two special events. It was the second year BMW i served as an official sponsor of the festival.

This year’s Road to Coachella program centered on BMW’s partnership with John Gourley, co-founder and lead singer of one of the festival’s most highly anticipated performing bands, Portugal. The Man, and an accomplished visual artist. Gourley was enlisted to create a one-of-a-kind design that was wrapped around each car in the BMW i Coachella fleet. The artist’s creative process, including the reveal of the wrapped vehicles, was documented on the brand’s social channels to give digital fans a taste of the action.

In addition to Gourley, BMW partnered with 15 influencers from around the world, including Kellan Lutz and Dorothy Wang, to share their own Road to Coachella journey in one of the custom-wrapped BMW i8s. The tastemakers documented their entire road trip, stopping at iconic locations along the way and, of course, sharing the content with millions of followers.

“There is perhaps no more quintessentially American experience than the road trip—your favorite music, a great car and the open road have always gone perfectly together,” says Tim Rittenhouse, experiential marketing manager at BMW of North America. “In the same way that a great song can trigger emotions, driving the ultimate driving machine can do the same. This emotional connection was the foundation for developing our Road to Coachella campaigns.”

SEE BMW i’S PARTNERSHIP WITH JOHN GOURLEY COME TO LIFE:

 

The brand also teamed up with lifestyle company The h.wood Group to deliver two large-scale events that collectively drew 6,000 attendees: Poppy’s BMW i Powered Paradise and Poppy’s BMW i Recharge Oasis, both of which took place at a sprawling estate just outside the festival grounds. As guests arrived at each event, they were met with a fleet of the wrapped i Series vehicles, and invited to hop in for the first shareable moment of the night.

Other share-worthy engagements across the events included a neon art installation featuring a metal BMW i3 frame traced with neon flex lighting, a neon photo booth experience with the new BMW i8 Roadster that could be shared instantly, and a custom-wrapped claw machine game. Prizes in the machine included custom-designed bandanas created by Gourley, four of which also had a hidden key to a BMW i8. The four lucky winners who clawed their way to the coveted key earned an extended weekend test drive of the Roadster.

In addition to myriad photo ops, the events also included performances by Diplo, Travis Scott and Lil Wayne, to name a few, and attracted a host of celebrities including Rihanna, Gigi Hadid, The Weekend and Paris Hilton. Other touchpoints included the unveiling of Kylie Jenner’s new makeup collection, ‘KOURT X KYLIE,’ as well as the launch of Kendall Jenner’s Pizza Boys Radio program on Apple Music’s Beats 1.

“The second chapter of our Road to Coachella campaign really developed beyond our initial expectations,” says Rittenhouse. “Not only was John’s design unique and eye catching, throughout the week at Coachella we had the opportunity to work alongside some amazing celebrities and creators to capture and share their Coachella experience.” Agency: Mirrored Media, Santa Monica, CA.

Read the entire article at EventMarketer.com

CRUISE THROUGH SCENES FROM THE ROAD TO COACHELLA CAMPAIGN:

MIRRORED MEDIA’S BMW CAMPAIGN ANNOUNCED AS FINALIST FOR 2 PRO AWARDS

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Mirrored Media is proud to announce that our BMW Road to Coachella campaign has been selected as a finalist for two Chief Marketer’s Pro Awards. 

Best Use of Video

Brand: BMW
Campaign: Road to Coachella
Agency: Mirrored Media

Best Entertainment Sponsorship or Tie-In

Brand: BMW
Campaign: Road to Coachella
Agency: Mirrored Media

The editors of Chief Marketer have announced this year’s PRO Awards finalists, the best brand activation and promotion marketing campaigns in the world. For 28 years the PRO Awards has been the world’s leading recognition program for excellence in promotion marketing. From buzz campaigns and content marketing, to influencer programs and experiential activations, and beyond… this year’s finalists represent the best and brightest ideas, executions and results-driven campaigns of the year.

Judged entirely by a panel of brand-side marketers, this year’s PRO Awards will honor winners across 32 categories at the 2018 PRO Awards gala on June 19th at espace in New York City. Come join hundreds of the world’s leading marketers at the industry’s most commemorative affair. Congratulations to all of this year’s finalists. See the full list of finalists HERE.

BizBash: BMW i Road to Coachella

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BizBash recently looked at 34 of the best activations at and around Coachella. BMW i’s Road to Coachella not only made the cover, but was covered as two of the best activations around Coachella this year. Read the whole article HERE.

Music lovers, millennials, and influencers—as well as the brands trying to reach them—flocked to the first weekend of Goldenvoice’s Coachella Music and Arts Festival, held from April 13 through 16 at the Empire Polo Club. With more parties than any individual could possibly attend in a single weekend, brands used a variety of tactics to entice guests to attend their events.

Securing high-profile performers remained a popular go-to for many hosts, while an emphasis on wellness-centered offerings emerged as an increasingly popular trend this year. Other brands sought to upgrade festivalgoers’ experience on the polo fields with exclusive lounges and customization opportunities.

Here are 34 of the cleverest activations, entertainment, and decor ideas that popped up everywhere from swanky Palm Springs estates to branded tents on the festival grounds.

The automotive company partnered with experiential marketing firm Mirrored Media for a campaign that saw 15 BMW i8 and i3’s wrapped in a colorful custom design created by Portugal the Man’s John Gourley. Social-media influencers then drove the iFleets to the festival, sharing their road trip with followers along the way.

 

Mirrored Media wins two Hermes Creative Awards for BMW Road to Coachella

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Mirrored Media is proud to announce that our 2017 BMW Road to Coachella campaign has won two Platinum Hermes Creative Awards.

Title of Entry

Category

Award

Road to Coachella Electronic Media / Social Media / Interactive Media | Video | 163. Marketing (Product) PLATINUM
Road to Coachella Electronic Media / Social Media / Interactive Media | Video | 177. YouTube Video PLATINUM

Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional and emerging media. Hermes Creative Awards recognizes outstanding work in the industry while promoting the philanthropic nature of marketing and communication professionals.

Hermes Creative Awards is administered by the Association of Marketing and Communication Professionals (www.amcpros.com). The international organization consists of several thousand marketing, communication, advertising, public relations, digital media production and free-lance professionals. AMCP oversees awards and recognition programs, provides judges and awards outstanding achievement and service to the profession.

As part of its mission, AMCP fosters and supports the efforts of creative professionals who contribute their unique talents to public service and charitable organizations. Hermes entrants are not charged to enter work they produced pro bono. Over the past few years, AMCP’s Advisory Board has given out over $250,000 in grants to support philanthropic endeavors.

Judges are industry professionals who look for companies and individuals whose talent exceeds a high standard of excellence and whose work serves as a benchmark for the industry. There are expected to be about 6,000 entries from throughout the United States and many other countries in the Hermes Creative Awards 2018 competition.  In the past, about 15 percent of entries won Platinum, the top award and around 20 percent the Gold Award. Approximately 10 percent were Honorable Mention winners.

Being a Platinum or Gold Winner is a tremendous achievement that is symbolized by the intricately detailed Hermes Platinum and Gold awards. The name Hermes (Greek messenger) and the idea for the award were chosen to represent our roles as the messengers and creators of marketing and communication materials and programs.

See the full list of winners HERE, as well as our entries.

BMW i’s Road to Coachella 2018

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Building on the success of 2017’s multiple-award-winning Road to Coachella campaign, BMW i returned to the desert in 2018 with a fresh take on the groundbreaking idea. This year, the Road to Coachella focused on a creative partnership with John Gourley of the multi-platinum group Portugal. The Man, one of the most anticipated performers of the iconic festival. Gourley is an accomplished visual artist in addition to his role as the band’s co-founder and lead singer. He drew inspiration from Coachella and BMW i to create a custom one-of-a-kind design that was wrapped on the BMW i fleet for the Road to Coachella. Gourley’s creative process, including the big reveal of the wrapped i8 and i3, was all documented and released on BMW’s socials as well as its official website. The entire campaign was announced with two teaser videos via Coachella’s official social media channels.
See the full story at BMW.com
  

In addition to John Gourley’s creative aspect, we also enlisted 15 social media influencers from around the world who each embarked on their own Road to Coachella. These creators documented their road trip as they made their way to the Coachella Valley, stopping at iconic destinations along the way. Each influencer’s journey was experienced through compelling social media posts to their millions of followers, all centered on the fleet of custom-wrapped BMW i8s and i3s. Influencers included Kellan Lutz, Nick Bateman, Dorothy Wang, Jack Baran, Jenn Im, and more. See them all at #RoadtoCoachella on Instagram.
 
Outside of the festival, the brand partnered with nightlife leaders the h.wood Group to present two of the largest events: Poppy’s BMW i Powered Paradise on Friday night, and Poppy’s BMW i Recharge Oasis on Sunday afternoon. On Friday night, Kylie Cosmetics celebrated the launch of the new makeup collection ‘KOURT X KYLIE’ & the launch of Pizza Boys Radio on Apple Music’s Beats 1. More than 6000 guests were shuttled from a remote parking lot to the secret location of the parties, which took place at a sprawling estate just blocks away from Coachella. As guests disembarked from the shuttles, they were greeted by a fleet of Gourley-wrapped BMW i display vehicles that they could climb into for the perfect shareable photo as they entered the party.
 
The events featured performances by Diplo, Travis Scott, Lil Wayne, Pizza Boys, Post Malone, and more. The star-studded parties drew attendees like Kylie Jenner, Kendall Jenner, Rihanna, Gigi Hadid, Bella Hadid, The Weeknd, Demi Lovato, G-Eazy, Halsey, Paris Hilton, Kourtney Kardashian, and many more. The parties included several custom BMW i activations. An interactive neon photo booth experience with the brand new BMW i8 Roadster gave guests a chance to create their own instantly shareable video. A custom-wrapped claw machine housed custom bandanas designed by John Gourley, with four of those bandanas hiding a BMW i8 key. The four lucky guests who clawed their way to a key won an extended weekend test drive of the all-new BMW i8 Roadster. Another popular photo moment inside the event was a BMW i3 neon art installation, which featured a metal i3 frame traced with neon flex lighting. BMW i teamed up with experiential marketing firm Mirrored Media for a second year of the Road to Coachella campaign.
 
Notable Guests:
Kendall
Kylie
Diplo
Post Malone
Travis Scott
Sheck Wes
Lil Wayne
Scott Eastwood
Rihanna
Gigi Hadid
Bella Hadid
The Weeknd
Demi Lovato
Odell Beckham Jr.
G-Eazy
Halsey
Kellan Lutz
Nicole Scherzinger
Post Malone
EJ Johnson
Paris Hilton
Brock O’Hurn
Montana Tucker
Sincerely Jules
Brielle Bierman
Gigi Gorgeous
Kourtney Kardashian
 

Mirrored Media 2018 Ex Awards Finalists

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Mirrored Media is excited to announce that our BMW Road to Coachella campaign has made it to the finals of the 2018 Ex Awards. The best experiential campaigns in the world will be named May 14 in San Francisco.

BEST FAIR/FESTIVAL ACTIVATION
Client: BMW
Campaign: Road to Coachella
Agency: Mirrored Media

For more than 15 years, the Ex Awards has remained the largest recognition program for best-in-class experiential marketing. This year’s finalists, just unveiled, represent the most innovative brands and agencies in the industry.

The editors of Event Marketer have announced this year’s Ex Awards finalists, the 2018 best experiential marketing campaigns in the world. Entries this year broke all previous records—more than 1,000 were received from all over the world and there were more tie-breaks during scoring than ever before. One judge may have said it best: “This was the best work ever entered into the Ex Awards and the hardest year to win… ever.”

The Ex Awards is still the only marketing recognition program on the planet judged entirely by client-side judges—more than two-dozen scored entries over the last three weeks.

See all the finalists HERE.

Premiere Screening of Fullscreen’s The Miracle Season 

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In March 2018, Mirrored Media teamed up with Fullscreen to produce an exclusive advance screening event around the upcoming film, The Miracle Season, in Chicago, IL. The movie is based on the true story of an Iowa high school volleyball team overcoming the odds after tragically losing its team leader.

Guests were invited to the event via social media posts by some of their favorite influencers, many of whom would be attending the screening. Fans lined up as early as 8am for the chance to get up close and personal with their favorite influencers, watch the early screening, and participate in a variety of on-site activations. Upon check-in, where they received a wristband and concessions voucher, guests were invited to walk the red carpet for a photo in front of a Miracle Season step and repeat. This shareable photo booth opportunity also included a volleyball-themed custom overlay. From there, they were directed to the main theater.

Inside the theater, attendees were encouraged to stop at the activation areas that included hair braiding, hair chalking, and flash tattoos. A custom holding card was displayed on the theater screen as an upbeat playlist pumped through the sound system. After about 90 minutes of photos and activations, guests redeemed their vouchers for popcorn, soda, and candy, and got settled in for the early afternoon premiere.

The touching film brought many to tears, but that would be countered by extreme excitement afterwards, as five influencers and one of the film’s actresses met and took photos with fans. On hand were influencers Mia Stammer, Ashley Nichole, Alyson Stoner, Alisha Marie, and Valentina Genta, in addition to actress Lillian Doucet-Roche. The line of fans stretched all the way around the main lobby as they waited their turn to take photos, get autographs, and talk in-depth with their favorite stars. It was truly an unforgettable experience for those in attendance and generated buzz for the film a week ahead of its wide release.

 

BMW X2 Launch – Center BMW

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To celebrate the launch of the first-ever BMW X2 and all-new X3, Mirrored Media teamed up with Center BMW to present an exclusive launch event at their dealership in Sherman Oaks, CA. The launch gave guests a high-touch and low-pressure opportunity to learn more about, experience, and test drive these newest additions to the BMW fleet.

Mirrored Media worked with Center BMW to create a footprint on site that would allow easy access and flow for guests while not impeding the daily activity and functionality of the dealership.

On Saturday, March 24th, guests were invited to Center BMW to experience the the first ever X2 and all new X3.

Guests were greeted by friendly staff under a BMW-branded tent, where they had the ability to sign up to receive a $1000 certificate towards a new BMW in addition to a neighborhood drive in the X2 and/or X3. Everyone who signed up was given a BMW-branded backpack and a rechargeable battery pack. Automotive specialists were on hand to offer more information and assistance around the display vehicles and during the neighborhood drives. Guests were also invited to relax in a beautiful carpeted lounge and grab a plate of gourmet cuisine from inside the showroom.

This experience offered a wide variety of perks to attendees, including:

  • Catering provided by Le Pain Quotidien
  • Hint Water
  • Carpeted lounge with white modern furniture
  • Branded backpacks & rechargeable battery packs
  • Raffle to win a BMW M mountain bike
  • Floral decor and planters
  • BMW branded tablecloths, tents, and flags