To create mass awareness of its first all-electric vehicle, BMW created a Super Bowl commercial and a surrounding campaign.

Not only is the BMW i3 electric, it’s built with carbon fiber in a wind-powered factory. And like any groundbreaking innovation, it takes a little getting used to.

To illustrate this, we leveraged a 1994 Today Show clip, when even hosts Bryant Gumbel and Katie Couric didn't know anything about the Internet. 21 years later, we see them in the BMW i3—another new big idea—which leaves them scratching their heads again.

The campaign included a website (with outtakes, a behind-the-scenes video, and information about the car), a contest built around an Easter Egg in the commercial, branded content on Buzzfeed and an interactive Instagram post.

The commercial earned 948,437,759 total media impressions and BMW gained 42,012 new social followers and enjoyed a 562% increase in leads through website visits.

JAN. 26, MONDAY BEFORE THE SUPER BOWL

The campaign began with the commercial launching simultaneously on YouTube and the Today Show. A 5 ½-minute segment on the Today Show included the spot’s premiere and a reunion for Katie Couric with Matt Lauer and the rest of the cast.

A BMW i3 website launched, featuring the commercial and information about the car.

Branded content on Buzzfeed launched and continued through Feb. 6, helping BMW reach new audiences and promoted social sharing.

THURSDAY BEFORE THE SUPER BOWL

An interactive Instagram video played into the vehicle’s futuristic nature by offering predictions anytime a user hit the pause button.

SUPER BOWL SUNDAY

The spot aired during the first quarter. As an Easter Egg, we offered those who emailed the address seen in the commercial a chance to win the car.

The BMW i3 website was updated with outtakes and a behind-the-scenes video.

The commercial had more than 10 million views on YouTube before the Super Bowl kickoff. A week after the big game, it reached nearly 18 million views.

After the spot aired on the game, BMW saw an 8,850% increase in BMW i3 consideration on Edmunds.com. This, along with a 1,131% increase in kbb.com searches contributed to a 562% increase in leads over the week prior.

The ad earned 948,437,759 total media impressions from its launch a week before the Super Bowl through the week after. This included a 5 ½-minute segment on the Today show that reunited Katie Couric with Matt Lauer and the rest of the cast, along with coverage everywhere from the Wall Street Journal, New York Times and Forbes to Access Hollywood, Extra, Perez Hilton and a chat between Bob Costas and Conan O’Brien.