BMW Mountains
Brand experience in the Alps
BMW Mountains is a brand experience and lifestyle platform created by BMW to connect with the world of mountain sports and alpine lifestyle. Offering immersive experiences that tied BMW vehicles to the thrill and freedom of the Alps.
Key aspects: Brand activation, brand experience, content & online community, lead generation, Strategic partnerships.
Client:
BMW
Agency:
Meztler:Vater
Role:
Deliverables:
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 is a cycling competition organized by BMW Mountains, encouraging mountain biking enthusiasts to undertake a series of endurance challenges.
Align BMW brand with adventure and outdoor lifestyle
Engage performance-minded audiences
Showcase BMW X-series in real-world 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 campaign boosted BMW's commitment to promoting active lifestyles and engaging with the mountain biking community through immersive brand experiences.
No man's land
Expedition Antartica
Online communication campaign for the 2018 documentary directed by Matthias Mayr. Which follows free-skiers Matthias Mayr and Matthias Haunholder, together with cinematographer Johannes Aitzetmüller, embarking on an unsupported 150-kilometer journey through Antarctica's rugged terrain to ski previously untouched mountain lines.
We told this story through a live status microsite and social media channels where fans could follow, support and share the expeditions progress, all the way until its culmination with the documentary premiere at the BMW Welt. Developed in partnership with BMW Mountains, we elevated the spirit of adventure, sustainability, and innovation though storytelling.
BMW Welt Premiere
Over 2.M total views across YouTube, Facebook, and Instagram. 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 interest.
xDrive Cup
for thrill seekers
The BMW xDrive Cup is an interactive winter sports competition for skiers - Participants could use their ski passes to time their runs, record runs on ski race courses, and collect digital badges and prizes.
