A BMW 3 series is associated with sporty performance. But these days the cars also come equipped with lots of innovative features that add comfort and convenience to the Ultimate Driving Machine.As part of the launch of the all-new 3 Series, we created a digital short highlighting BMW's innovative technology that reads your emails aloud, giving the car as much personality as the person driving it.

The concept was simple: Show us how much you Desir3 the all-new 3 Series, and it could be yours.

All users had to do was create the most creative, innovative and epic 5.9-second video to win the car. The time is a reflection of the car’s 0-to-60 mph speed.From there, we developed a phased approach and strategic rollout to maximize the brand’s social channels.To expand this reach, the contest was extended into BMW USA’s Facebook page. Between YouTube and Facebook, BMW could reach enthusiasts and a younger audience—its next generation of drivers.

Not only are total sales for the 3 Series up 29% YTD, yielding higher than average unit sales, but early indicators show the programme trending toward surpassing the goal of 13,961 sales. To date, almost 1,000 all-new 3 Series have been purchased, with only half of the scheduled campaign elements in-market.

Additionally, individual campaign elements yielded results well above BMW benchmarks. The introductory email open and effective rates respectively, yielded results 14% and 57% higher than the benchmark for BMW emails. Of potential buyers who viewed the email, 14,000 became a lead by configuring a vehicle—surpassing lead goals.