It's not uncommon for brands to boost consumer engagement through hosting digital competitions, and BMW's #THE1challenge is leveraging the TikTok platform to do just that.
In an effort to create more viral content, the auto manufacturer has tasked influencers with creating their own choreography to embody the brand's new BMW 1 Series. With these videos, BMW tapped a few talented dancers and influencers to wow viewers. Some of the influencers who created routines included Skyandtami, falcopunch and patroxofficial. This collaboration can be perfectly summed up in the words of Jörg Poggenpohl, Global Head of Digital Marketing at BMW who said "The key to success is to meet the specific requirements of each channel and community by offering challenges, choreographies and music, for example."
Choreographed Car-Branded Videos
BMW's #THE1challenge Launched on TikTok
Trend Themes
1. Digital Competitions - Creating engaging digital competitions to boost consumer participation and brand awareness.
2. Influencer Marketing - Leveraging the power of influencers to create viral brand content and reach a wider audience.
3. Platform-specific Content - Tailoring content to meet the specific requirements of each digital platform and community.
Industry Implications
1. Automotive - Opportunities for car manufacturers to use choreographed videos and influencers to showcase their brand and engage with consumers.
2. Social Media - Utilizing platforms like TikTok to host challenges and competitions, promoting user-generated content and brand loyalty.
3. Digital Marketing - Developing innovative strategies to create viral content and increase consumer engagement through digital channels.