My work on BMW involved everything from on-line viral videos, content development, social and digital initiatives, outdoor, print, TV, radio, retail, events and promotion, and collateral. A true 360-degree role, and one that helped the brand reach all-time sales figures.
To launch the groundbreaking K 1200 R, which packed 163 hp, we created this viral video:
Print and outdoor completed the picture, touting the fact that this was the first BMW bike with true Japanese performance.
To launch the F 800 S, we interwove footage of a stunt rider with an old motorcycle safety film.
Teaser ads directed riders to a microsite where riders could register to win the bike.
With BMW Motorcycles reaching unheard of levels of performance, we did a high energy brand spot:
This spot showcased the 173 hp K 1200 S, the fastest BMW bike of all time.
I also supervised the development of the first community web site for BMW riders, BMW XPLOR, planning its entire structure, user interface, design and copy.
The site featured everything from blogs, Google maps, videos and photography galleries, tech tips, forums, event info, as well as individual rider pages. In its first four months, we had 7,000 registered users, 1,300 galleries, and 350 blogs.
In addition to writing all the product copy on www.bmwmotorcycles.com, I created content and advertorial pieces defining the BMW moto-lifestyle:
During my time on the brand, I also wrote countless print ads. Here’s the best of the best, including this classic, “I never knew BMW made cars until I passed one,” that’s still being used on tee-shirts:
“We know a great place for Mexican. Mexico.”
I also wrote numerous product brochures, including this historical retrospective about some of BMW’s more noteworthy models:
As well as more modern day models:
And last but not least, for those BMWs with four wheels, I wrote these product brochures for the X5 and 3-series, and a few collateral pieces for aftermarket performance parts:
Being a rider helped me dig deep to define the BMW experience. Here’s me on my 1991 R 100 GS Paris-Dakar.