The Business Challenge
As decade long sponsors of the PGA tournaments, BMW needed to maximise the exposure they gained as sponsors of this prolific event.
BMW wanted to ensure their marketing activity embraced the views and advocacy content created by the tournament fans, engaging them with the automotive brand and making them feel part of the tournament itself, even if they couldn’t actually be there. Following the success of BMW’s 2014 PGA StoryStream, the decision was taken to use the software for the 2015 tournament.
BMW used StoryStream to share the best user-generated content, telling the story of the tournament through the eyes of brand advocates and fans, both on and off the course. They embedded the StoryStream Social Hub onto their corporate website, encouraging people to engage with the story through social posts on a number of channels including Twitter.
To ensure fans at the event itself didn’t miss out on the online buzz being generated, the automotive giant installed LiveScreen solutions on TVs in the hospitality areas of the event. These screens displayed the same user-generated content as online but had the sole purpose of inspiring people on course to engage with the brand and contribute content to the story using the hashtag #BMWPGA.
During the tournament a total of 34,513 content items were collected by StoryStream of which 871 were published. The potential social reach was over 106 million and the average dwell time on site was five minutes and 23 seconds. On average, any website dwell time of over two minutes is considered outstanding, so this is a great result from BMW.