noonah was asked to help deliver a brand awareness campaign with National Trust
Brief
BMW are sponsors at this years America Cup Yacht Race – the oldest international sporting trophy. The competition took place in Portsmouth in the middle of July which is the height of the British summer and a beautiful weekend.
BMW wanted to capture consumers interacting with their cars and to encourage people to visit the BMW yacht club.
Solution
Roaming Photography is a service where we provide an expert photographer plus our photo capture system with sharing and printing – all on the photographers backpack!
Our photographer captured fans as they sat inside and in front of the brand new BMW i8 – the electric supercar.
After filling in a data collection survey for BMW inside our system, fans could share their images using our technology located on photographer George’s backpack. The data collection included disclaimers and opt ins for the collection of the information. Before they were shared, the images were branded with the BMW and America’s Cup logo, so the consumer was sharing the brand as well as their epic snap.
Results
The fun didn’t stop with the shares though. Fans were then handed a collection card and told head over to the BMW yacht club to collect their high-quality print (sent to the yacht club wirelessly), and engage further with the brand.
Traffic was driven to the yacht club with the incentive of the print out – a supersize 9”x 6” print in a custom photo wallet noonah made for the event.
The printed photos contained the branding of BMW and the America’s cup and the custom wallet with more event branding and imagery. This made the print look even more premium and the fans got something really special to take away with them.
With over 200 images shared, 176 prints made, and 176 surveys completed, the photo capture experience was a success.
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