The Epic Driftmob

Background

To launch the 2 Series Coupe´, BMW wanted to test a digital-first strategy with a piece of dramatic content driving traffic to #BMWstories, a platform on which both the brand and its fans could share their stories of encounters and experiences.

The campaign had to appeal to people with a sense of "inner oomph" by positioning the 2 Series Coupe´ as a car that embodied pure driving pleasure.