BMW

Social Media Agency of Record

Overview

Anchor took on social AOR duties for BMW USA in February 2019. Our purpose is to reach new and existing audiences through brand storytelling, cultural relevance and 1-1 engagement — all with the ultimate objective of moving metal.

Summer Sales Event

During the Summer Sales Event, BMW wanted to move metal while also highlighting a very special new feature in 2019 BMWs, the Intelligent Personal Assistant. So we reached out to the only known internet celebrity famous for both owning summertime and talking to cars, to create a program that would sell BMWs all summer long.The Hoff outperformed all other sales comms by more than 80% and generated tens of thousands of leads to bmwusa.com

WorldPride NYC Parade

As a proud supporter of the LGBTQIA+ community, BMW asked Anchor for a huge culminating event for Pride Month. We initiated a partnership with designer Jonathan Adler and WorldPride organizers to create a fleet of BMW 8 Series Convertibles with Adler-designed car wraps. The custom vehicles carried the parade’s grand marshals, leading the way of the world’s largest Pride Event. On the day of the parade, Adler took over BMW’s Instagram channel to share his journey with our fans.

Always On

In addition to campaigns and tentpole events, Anchor is responsible for programming all BMW USA social channels, maintaining the luxury brand’s Share of Voice lead within the competitive set.