#Beyond100. BMW Group partnered with Bloomberg Media Studios to celebrate its pivotal 100th anniversary year with a future-focused custom series of 100 Q&A moments that tapped into the pioneering spirit, design and engineering behind the company’s mission to shape next-generation mobility.
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#Beyond100 comprised 100 Q&A moments, including 39 interviews, 17 interactive infographics, 15 videos and 7 magazine spreads, produced with a distinct editorial voice by the Bloomberg Media Studios creative team – resulting in a unique multiplatform campaign that did not feel like traditional advertising.
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#Beyond100 incorporated both Bloomberg data on such topics as electric vehicles and wireless power, and interviews with BMW Group’s management team, providing context and detail on the company’s revolutionary ideas.
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Inspiring, resonant content both on Bloomberg Media properties and across an amplified social graph positioned BMW Group for leadership in its next 100 years.
Digital custom content effectiveness
#Beyond100 shifted brand perceptions, generated deep engagement and helped set a new bar for success with content scores well above the top benchmark.
Achieving core objectives
Bloomberg Media’s custom campaign assessment measured significant shifts in attitudes toward the BMW brand – and dramatic changes in associations toward the innovative and futuristic.
A characteristic response:
“BMW is a leader in the new age of technology and automobiles. They are leading a new revolution in using technology to make automobiles safer, cleaner and integrated in our daily lives.”