Due to decreasing sales and a decline in brand positioning, BMW USA set out to debut their all- new 2017 BMW 7 series and the 2017 5 Series to align the prestigious brand and their new vehicles amongst an elite group of affluent, and well-respected high net worth African American males.
Blueprint Global Group collaborated with BMW USA to develop exclusive experiential brand marketing events entitled “The Ultimate Driving Joy Ride” featuring an exclusive test drive experience and private events with high net worth guests featuring the 2017 BMW 7 Series and the all-new 2017 BMW 5 Series.
“The Ultimate Driving Joy Ride” experience were well-attended private events by high net worth individuals who were able to directly experience the BMW value proposition of the perfect balance of luxury, classic style, and sporty performance. BMW USA was also able to directly increase and influence the buying experience with over 1,000 potential buyers and collect consumer data and insights to further market. Blueprint Global Group also secured over 150,000 in unpaid media coverage in national and regional publications to brand and promote the new cars.