During the Super Bowl last year, this spot was a huge hit, earning the 7th spot in the USA Ad Meter. It was a huge hit on YouTube. BMW tapped into this and strategized to release more content to keep the fans happy! There was a lot of behind-the-scenes footage and interviews with the stars and the director of this spot. According to Think with Google, the video drove 17 million unique views and 970,000 clicks. And several fans have commented under it asking for this ad to be made into a full-length movie.
BMW used YouTube AdBlitz, the premier destination of all fans who want to watch the most funny or action-packed or inspirational spots. This is the avenue through which BMW could target specific Super Bowl-related video inventory, such as NFL Highlights that is keenly followed and watched by sports lovers. They could also target the Big Game Music Lineups that audiophiles flock to.
Video is a powerful story-telling tool – that can really take a brand places. It can tell a great story and explain the various features of a product you are trying to sell. Customers take to videos a lot and see them as an important part of their journey with brands. They expect to see videos from brands, looking to them for information as they make purchasing decisions or research. Videos are easy to consume – they don’t need to read long reams of content to connect with a brand. It really pays for brands to include videos in their marketing strategy.
The 60-second spot is a great example of bringing a Hollywood movie in a minute to its audience. There is a great story line, fabulous stars and a protagonist with magical powers – and who better to play that role than Arnie! BMW got Arnold Schwarzenegger to dangle some kind of teasers on his social media accounts first – that got a whole lot of buzz (1.7 million likes) and got many wondering if he was making a new movie!
Celebrities and influencers have their huge following – which is again, great for brands when they sign up the big names to partner with them.
All in all, this is pure magic – and it certainly worked great for BMW and this spot!