BMW
Mountains
BMW Mountains
BMW Mountains is a brand experience and lifestyle platform created by BMW to connect its vehicles—especially those with all-wheel drive (xDrive) and adventure-ready models—with the world of mountain sports and alpine lifestyle offering immersive experiences that tie BMW vehicles to the thrill of the mountains.
Key aspects: Brand Positioning, Brand Experience, Content & Community, Lead generation, Partnerships.
Client
BMW
Company
Meztler:Vater
Role
Design lead & Art Direction
Tasks:
Creative lead
Art Direction
UI/UX Design
Brand experience
Media Production
Content Curation
On a mission
Mountain-bike challenge
The BMW Mountains "On a Mission" Mountain Bike Challenge was a cycling competition organized by BMW Mountains in 2017, encouraging mountain biking enthusiasts to undertake a series of endurance challenges.
Participants were tasked with completing a single ride covering at least 20 kilometers and achieving an elevation gain of 1,000 vertical meters. To enter, cyclists needed to track their ride using a smartphone or GPS device and submit a screenshot of their recorded data via the BMW Mountains website.
Align BMW brand with adventure and outdoor lifestyle
Engage performance-minded audiences
Showcase BMW X-series in real-world, high-adrenaline use cases
Leverage community and user-generated content (UGC).
Weekly challenges:
Engagement:
The grand prize was an all-expenses-paid six-day road trip through renowned biking destinations, including Garmisch, Sölden, and St. Moritz, accompanied by professional mountain bikers Hannah Barnes and Martin Söderström. Additionally, weekly prizes were awarded, such as GPS, action cameras and a biking holiday packages.
One notable winner, documented her experience of the road trip, highlighting the opportunity to ride alongside professional athletes and explore iconic mountain biking locations. This initiative boosted BMW's commitment to promoting active lifestyles and engaging with the mountain biking community through immersive brand experiences.
5.8
%
Engagement
5.8
%
Engagement
5.8
%
Engagement
2.9
M+
Views
2.9
M+
Views
2.9
M+
Views
4K
UGC POSTS
4K
UGC POSTS
4K
UGC POSTS
+17
%
Test-Drive Bookings
+17
%
Test-Drive Bookings
+17
%
Test-Drive Bookings
18,700
Leads
18,700
Leads
18,700
Leads
12.4
M+
Total Reach
12.4
M+
Total Reach
12.4
M+
Total Reach
No man's land
Expedition Antartica
is a 2018 documentary directed by Matthias Mayr. The film follows freeskiers Matthias Mayr and Matthias Haunholder, together with cinematographer Johannes Aitzetmüller, they embark on an unsupported 150-kilometer journey through Antarctica's rugged terrain to ski previously untouched mountain lines.
Developed in partnership with BMW Mountains, the film elevated brand storytelling by blending the spirit of adventure, sustainability, and innovation.
BMW Welt Premiere
Results:
Result:
Result:
Over 2.M total video views across YouTube, Facebook, and Instagram / Average view duration of 2+ minutes, surpassing benchmark by 40% / The microsite allowed users to explore the expedition route, equipment, and daily updates, achieving a bounce rate under 35% / A mobile-first UX design led to 62% of all interactions happening on mobile, with a 25% boost in repeat visits. Through storytelling, behind-the-scenes content, and real-time social media engagement, the initiative sparked world wide reaching user interest.
BMW
Mountains
BMW Mountains is a brand experience and lifestyle platform created by BMW to connect its vehicles—especially those with all-wheel drive (xDrive) and adventure-ready models—with the world of mountain sports and alpine lifestyle offering immersive experiences that tie BMW vehicles to the thrill of the mountains.
Key aspects: Brand Positioning, Brand Experience, Content & Community, Lead generation, Partnerships.
Client
BMW
Company
Meztler:Vater
Role
Design lead & Art Direction
Tasks:
Creative lead
Art Direction
UI/UX Design
Brand experience
Media Production
Content Curation
On a mission
Mountain-bike challenge
The BMW Mountains "On a Mission" Mountain Bike Challenge was a cycling competition organized by BMW Mountains in 2017, encouraging mountain biking enthusiasts to undertake a series of endurance challenges.
Participants were tasked with completing a single ride covering at least 20 kilometers and achieving an elevation gain of 1,000 vertical meters. To enter, cyclists needed to track their ride using a smartphone or GPS device and submit a screenshot of their recorded data via the BMW Mountains website.
Align BMW brand with adventure and outdoor lifestyle
Engage performance-minded audiences
Showcase BMW X-series in real-world, high-adrenaline use cases
Leverage community and user-generated content (UGC).
Weekly challenges:
Engagement:
The grand prize was an all-expenses-paid six-day road trip through renowned biking destinations, including Garmisch, Sölden, and St. Moritz, accompanied by professional mountain bikers Hannah Barnes and Martin Söderström. Additionally, weekly prizes were awarded, such as GPS, action cameras and a biking holiday packages.
One notable winner, documented her experience of the road trip, highlighting the opportunity to ride alongside professional athletes and explore iconic mountain biking locations. This initiative boosted BMW's commitment to promoting active lifestyles and engaging with the mountain biking community through immersive brand experiences.
5.8
%
Engagement
2.9
M+
Views
4K
UGC POSTS
+17
%
Test-Drive Bookings
18,700
Leads
12.4
M+
Total Reach
No man's land
Expedition Antartica
is a 2018 documentary directed by Matthias Mayr. The film follows freeskiers Matthias Mayr and Matthias Haunholder, together with cinematographer Johannes Aitzetmüller, they embark on an unsupported 150-kilometer journey through Antarctica's rugged terrain to ski previously untouched mountain lines.
Developed in partnership with BMW Mountains, the film elevated brand storytelling by blending the spirit of adventure, sustainability, and innovation.
BMW Welt Premiere
Results:
Over 2.M total video views across YouTube, Facebook, and Instagram / Average view duration of 2+ minutes, surpassing benchmark by 40% / The microsite allowed users to explore the expedition route, equipment, and daily updates, achieving a bounce rate under 35% / A mobile-first UX design led to 62% of all interactions happening on mobile, with a 25% boost in repeat visits. Through storytelling, behind-the-scenes content, and real-time social media engagement, the initiative sparked world wide reaching user interest.