The BMW R 1200 GS is a legend within the motorbike world, especially because of its air-cooled boxer engine. But in order to achieve higher performance BMW adjusted this engine from being air-cooled to being liquid-cooled - a sacrilege to loyal and devoted customers. How was BMW able to launch the new GS successfully after all?

Our idea: The toughest critics of the new GS became the new brand ambassadors of BMW Motorrad - the riders and fans of the old GS. Within a global campaign focusing on their experiences with the new GS. Five riders, picked by a jury of international celebrities, and one new GS: The “One World. One GS Tour”. A unique journey around the world with one motorbike, the ultimate endurance-test for the new liquid-cooled GS.

28.000 km through hot deserts, eternal ice and steaming jungles: Each rider recorded what he experienced in a daily blog. A camera team caught the most exciting impressions on film and photo.

All that material was transferred into the global campaign and gave with its stunning stories a lot of PR potential. A GQ Online Special documented the tours, France broadcasted the videos as TV documentaries. The celebrity jury rose the interest level additionally. As a consequence the respect for the performance of the new GS increased worldwide.

Due to this campaign the new GS became the best selling motorbike in all markets. In the entire history of the motorbike there has never been a more successful launch.

The independent jury has chosen. The five “One World. One GS.” candidates come from Germany, Italy, Spain, England and France. They are going to experience the “Ride of your life” in New Zealand, Laos, South Africa, starting in January 2013. As part of two-week tours in varying landscapes, cultures and climate zones they are not only going to make their own personal experiences - above all they will put the new GS through its paces.

In addition to daily reports in a specifically created blog on the BMW website they regularly post current events on Facebook and Twitter. Daily video clips, statements, tour reports and stunning photos document the trip and bring it close to fans back home. Everything is guaranteed to be uncensored and without control or influence on the part of BMW. The episodes with the best-of were shown on TV and some Online Specials also recorded the stories.

From the tour we generated more than 25.000 spectacular photos and more than 100 hours emotional video-footage.

A tremendous PR interest kicks in. In Germany the jury and the tour are featured in a large-scale GQ Special online. The TV channel “Motor's TV” shows the tour-highlights several times in the evening-programme with a reach of 1.8 million viewers. This placement alone resulted in 50.000 Euros of more than 750.000 Euros of Earned Media.

The Facebook fan number increased steadily during the campaign by a total of 18% to 2.6 million. The number of unique post impression also increased consistently until they even doubled. 300.000 Likes on posts about the tour. Interviews, video edits and other footage reached 2 million views on YouTube and created enormous reach.

The new GS became the best-selling motorbike in all markets. In the entire history of motorcycles there has never been a more successful launch.