Cannes Lions
BMW'S INSTAGRAM DEALERSHIP
KBS+, New York / BMW / 2015
Overview
Entries
Credits
Overview
Execution
To commemorate the 30th anniversary of the BMW M5, BMW became the first automaker to sell a car through Instagram. Over five days, using BMW's own iconic imagery, we revealed the 1-800 number on Instagram that prospective buyers needed to call to reserve the car. And it worked. The limited edition cars sold out in less than a minute.
Outcome
To commemorate the 30th anniversary of the BMW M5, BMW became the first automaker to sell a car through Instagram. Over five days, using BMW's own iconic imagery, we revealed the 1-800 number on Instagram that prospective buyers needed to call to reserve the car. And it worked. The limited edition cars sold out in less than a minute.
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