“Our objective at BMW is to be on the coronary heart of the place the artistic magic occurs. Coachella is a superb platform via which to develop recent conversations with gifted rising artists in addition to established stars,” Ponikva defined.
“The content material needs to be created by the creator,” he continued when requested how he and his crew works with every influencer.
It’s a technique that will likely be employed at different occasions together with the Shanghai Motor present as nicely.
Measuring pleasure
Ponikva hopes the brand new movie will convey pleasure to audiences, explaining that the response will likely be monitored and assessed via the model’s KPI dashboard, which measures conventional media in addition to social listening with marketing campaign “sentiments” being monitored everyday.
“Throughout the sentiments, we’ve got sure questions backstage, that are then measuring our outlined positions of our model mannequin. And within the core, it’s all about pleasure and the constructive optimism sentiment,” Ponikva mentioned.
He added that natural attain across the activations is essential to the BMW technique particularly within the experiential-marketing area the place stay activations can drive social media audiences to an internet presence.
“The time is over which you can ship a incredible occasion for 200 individuals or for 10,000 individuals and that’s it,” he mentioned.
The Calm will likely be launched in full on the BMW web site on Might 17.
