To showcase the limited edition BMW i3 Shadow Sport and generate reservations, we would create the first-ever automotive shopping experience on Periscope — a live video-streaming app for iOS and Android.

To direct people to Periscope, we started on Instagram — where BMW has the largest fan base of any luxury vehicle.

In the days leading to the vehicle’s official debut at the 2015 LA Auto Show, we built anticipation with an Instagram shadow-guessing game. Using BMWs at the auto show later that week, each post featured a vehicle shadow in the morning and invited users to guess the model, followed by a later post revealing the fully lit BMW. The last being the i3 Shadow Sport, with an invitation to the live unveiling on Periscope that evening.

At 8PM, fans tuned in to the live broadcast where a BMW Product Advocate gave a full walk-through of the new i3 — highlighting its features and answering commenters’ questions.

At the end, the headlights revealed the reservation phone number — allowing viewers to call in and reserve their limited edition BMW i3.

With no paid media supporting the launch, the Periscope broadcast resulted in:

• 1,078 live viewers.

• 1,350 replays.

• 7,390 hearts.

And most important, all 50 BMW i3 Shadow Sports reserved within 24 hours of the live broadcast.