#iamtheFuture: BMW i8 Builds Aspiration By Having Consumers Start A Revolution On Twitter

BMW India rolled out a digital campaign powered by tweets for the i8 launch in India, Twitterati were invited to share their vision of the future using #iamtheFuture to help unveil the car from the future

BMW IAmtheFuture

Luxury car aficionados in the country were served with an exciting reason to rejoice last week. German luxury car maker BMW India launched the new i8 – its first hybrid sports car in India for a whopping Rs. 2.29 crore (ex-showroom) that approximately sums up to Rs 2.7 crore on-the-road after taxes. Combining the benefits of an electric motor and a petrol engine, the BMW i8 can go from 0 to 100 kmph in 4.4 seconds.

Released in Germany in June 2014, the i8 will be imported in India as a complete body unit and will be sold through BMW i Dealerships in Mumbai, Delhi and Chennai. The launch brought Bollywood celebrities like Kangana Ranaut, Esha Gupta, Sonakshi Sinha and others together to join brand ambassador and India’s favourite cricketer, Sachin Tendulkar to unveil the German engineering marvel on February 18. The car was showcased in India first at the 2014 Delhi Auto Expo.

Positioned as the carmaker’s vision of the future, the launch was accompanied by a digital campaign too, called ‘BMW #iamtheFuture’.

#iamtheFuture, says i8

The car from the future was unveiled following a massive social media buzz powered by a microsite and a promoted trend on Twitter #iamtheFuture. And a 45-second ad film formed the crux to demonstrate the future in motion:

 

The film is housed at the microsite ‘I am the future’ as well as the YouTube channel of BMW India. Uploaded on the day of the launch, the video has earned over 76K views till date. The digital campaign has been conceived and executed by OgilvyOne Delhi.

Categorised into four areas, namely – The Revolution, Join the conversation, iFacts and Explore BMW i8, the microsite provides for a complete know-how of what the car of the future can do and what people are talking about it. ‘The Revolution’ as the name suggests, invited visitors to share their vision of the future by tweeting with the campaign hashtag #iamtheFuture. These tweets fueled the launch of the BMW i8 exclusive video.

These tweets are being collated and featured at the ‘Join the conversation’ tab, providing a one-stop destination to see what the world is talking about the i8. A counter is keeping track of the number of tweets or the revolutions started, the count is at more than 10K  revolutions having #iamtheFuture.

Post the big reveal, the BMW Twitter handle has been sharing an array of tweets with pictures of the launch event and what car experts have to say. Vine videos were created to let Twitterverse have a look at the BMW Infinity dome, and the BMW laser man. Images from the launch did all the talking on Twitter.

The BMW India Facebook page with over 2.9 million fans shared a few updates too, but Twitter formed the main conversation platform on social media.

Building aspiration as well as awareness

Not many of us can afford to buy a luxury car, let alone a hybrid sports car costing nearly Rs 2.7 crores after taxes. It is the privileged few who can own a BMW i8 so, why does one then promote this car through social media?

Ever since its advent on social media, BMW India has been striving to build a community of aspiring young people on Facebook and Twitter. The company’s Facebook page is a steady stream of visual updates that not only talk about its grand models, but also about the people who drive them, thus building an ambition to own one in the brand’s fans and followers.

Apart from building aspiration, this also helps the luxury car maker build a healthy and popular online presence – a key contributor to the larger success story of a luxury car company, as pointed out by a Google Trends report last year. The report stated that a lot of smaller cities and towns were driving the online search for luxury cars in India. BMW led the search charts at the start of 2014 with searches peaking in its favour before losing momentum as it witnessed the lowest search interest during the month of May. 

Armed with digital campaigns like ‘Don’t postpone joy’ and ‘#iamtheFuture’, BMW India is ensuring its place in Google search as well as consumers’ minds, both in metros and smaller towns. The choice of brand ambassador coupled with the campaign communication of ‘I am the Future’ has helped build awareness and aspiration for the car from the future. And, using social media especially Twitter to involve people in the i8 launch has ensured a healthy social connect with the luxury brand.