Tweet at the right moment with BMW during the 24 Hours of Le Mans
To celebrate the participation of two of its cars in the legendary 24 Hours of Le Mans race, BMW, with the help of its agency Buzzman, offered a unique and real-time operation to its followers.
The Briefing 💬
To celebrate the participation of two of its cars in the legendary 24 Hours of Le Mans race, BMW, with the help of its agency Buzzman, offered a unique operation to its followers.
The Mechanics ⚙️
The goal was to tweet with the hashtag #BMW24hChallenge at the moment one of the two BMW cars crossed the finish line on the circuit.
Participants could click on the Conversation Card button in the announcement tweet, or reply to the tweet with the hashtag #BMW24hChallenge.
A points system was set up based on:
- 🌝 If they tweeted at the exact moment one of the BMW cars crossed the finish line during the daytime period: they earned 10 points
- 🌚 If they tweeted at the exact moment one of the BMW cars crossed the finish line during the nighttime period: they earned 20 points
The top 3 participants won VIP tickets for the next 24 Hours of Le Mans.
Participants knew instantly if they had tweeted at the right moment or not thanks to a real-time connection to the 24h Le Mans timer, allowing them to have the precise time at which one of the BMW cars crossed the finish line.
The bot was then connected to this data stream, and automatically and instantly sent the corresponding response: win or lose.
The Little Extras 🍒
A tailor-made operation perfectly suited to BMW's needs.
A ranking generated every hour and automatically sent to the Buzzman teams, who then shared it on the @BMWFrance timeline. The top 10 participants with the most points were displayed in the ranking to keep them updated and encourage participation to try to appear in the ranking.
The connection to the 24 Hours of Le Mans timer allowed for the automation of all notifications sent to participants for instant updates.
Testimonial from Our Client 💙
Despite very tight deadlines, the teams were very responsive and therefore a great help in building a custom tool and deploying this activation. The dashboard provided once the operation was completed was also very useful for the reporting phase. Thank you to the teams, and see you soon!
Mathieu Lecomte, Social Media Consultant at Buzzman
Want to Try? Let's Talk! 💌
If you like or are inspired by this type of campaign, don't hesitate for a second and contact us to discuss and set up your own version for your next event to reach/exceed your engagement goals!