BMW launched a social campaign and website called Snowchat, which lets users share pictures that last only seconds.
The inspiration comes from the highly popular Snapchat app which has grown into tens of millions of young users.
The Snowchat site which promotes the new BMW X4 SUV, aimed at younger consumers than BMW’s average drivers.
The branded “Snowchat” site features a snow-covered BMW window that users can write disappearing messages. Users can make virtual artwork right on that show-sheathed windshield by simply swiping their finger across a touchscreen or with the click of a Mouse and they can share their message via social media and email. When that link is clicked, the custom message appears and than disappears after five seconds.
BMW launched the campaign with the agency Kirshenbaum Bond Senecal + Partners.
We are trying to open our arms wider than just car enthusiasts and BMW fans. We’re trying to invite people into the brand and let us be a part of their daily lives for the holidays.
Said Paul Renner, executive creative director at Kirshenbaum Bond Senecal.
BMW hopes that the simplicity and ephemeral nature of the drawings will encourage users to get creative and share their messages with their friends.
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