My work on BMW involved everything from on-line viral videos and microsites, content development, social and digital initiatives, outdoor, print, TV, radio, retail, events and promotion, and collateral. I also wrote strategic briefs and worked hand in hand with the planners and clients to formalize model launches and the overall brand advertising. 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:
Small space print ads in the cycle books directed people to this microsite, which linked to www. bmwmotorcycles.com. Print and outdoor completed the picture, touting the fact that this was the first BMW bike with true Japanese performance. The provocative copy I wrote addressed this reality, and caused a stir on the moto blogs.
To launch the F 800 S, a mid-sized bike aimed at younger consumers, we interwove footage of a stunt rider with an old motorcycle safety film that I unearthed.
Teaser ads directed riders to a microsite where riders could register to win the bike.
With BMW Motorcycles now reaching unheard of levels of performance, I suggested a high energy brand spot to reflect their new aggressiveness:
This spot, which I directed, showcased the 173 hp K 1200 S, the fastest BMW bike of all time.
To put a human face on BMW, I oversaw 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 form blogs, Google maps, videos and photography galleries, tech tips, forums, event info, as well as individual rider pages. It was an instant success, with 7,000 registered users, 1,300 galleries, and 350 blogs in its first four months.
In addition to writing all the product copy about the bikes on www.bmwmotorcycles.com, I also 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.”
In addition to brand advertising, 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:
And let’s not forget radio. Here’s one of many we did over the years.
Being a rider helped me dig deep to define the entire BMW experience. Here’s me on my 1991 R 100 GS Paris-Dakar, which I rode halfway across the Australian Outback and in the Alcan 5000, a rally through Alaska, the Yukon and Northwest Territories.