Surprising two fans in person, Nate and Rashed, for the weekend with the first-ever BMW 4 Series—before it was available for purchase—created enthusiasm and awareness of the vehicle to a much wider audience. After all, their enthusiasm would naturally lead to immediate social sharing of their experiences.

Indeed, they actively posted photos and messages from the experience on Facebook, Twitter, Instagram and all over the BMW blogs, throughout and after the weekend—reaching a very interested audience. Videos of the event, distributed through BMW’s social channels, and media coverage helped extend the reach of the campaign.

In the end, we garnered 4.59 million impressions, 166,000 clicks, 2,401 new followers, and 2 new best friends of the brand. The program was social in every sense of the word.