BMW and FCB Inferno Launch the Goodwood Challenge
To celebrate this year’s Goodwood Festival of Speed, BMW has launched The Goodwood Challenge, to put people’s BMW knowledge to the test.
In a first for BMW, a bot, hosted on @BMW_UK Twitter, is central to the campaign. Clues for each question asked by the bot will be released across BMW UK’s social channels over the course of the weekend. Those who get 15/15 correct will be entered into a draw to win a year’s worth of BMW experiences.
Fiona Jones, Social Media Manager at BMW UK, explained: "The bot enables us to engage with our audience in a completely different, innovative manner, whilst showcasing the BMW product range onsite at the Goodwood Festival. It felt like a win-win situation and a great opportunity to trial something new."
FCB Inferno, BMW’s UK creative agency, has also built an interactive map on Instagram that allows people on and off-site to explore the BMW Pavilion and the range of cars on display. Symbols have been hidden in the map that people will be challenged to find daily, with a chance of winning BMW prizes. Follow, explore and get hunting: https://www.instagram.com/bmwgoodwood/?hl=e
Laura Visick, Social Media Director at FCB Inferno, said: "The Goodwood Festival of Speed offers a great opportunity for BMW UK to speak to automotive fans across the country. The Goodwood Challenge enables everyone to get involved via social media and test their BMW knowledge, whether they can attend the festival or not."
Account Director: Laura Kelly
Senior Account Manager: Tom Muitt
Account Manager: Sian Pearson
Project Manager: Clare Dyer
Creative Director: Becky McOwen-Banks
Creative: Gerard Roda
Creative: Vivien Decombe
Designer: Sarni Strachan
Social Director: Laura Visick
Community Manager: Sam Zamani
Community Manager: Matt Best
Production Company: Blue Robot
Creative Agency: FCB Inferno
About FCB Inferno
FCB Inferno is the London agency of global advertising network FCB. The network dates back to 1873, and now has 9000 employees in 90 countries, with 200 at FCB Inferno. One of London’s leading advertising agencies, FCB Inferno focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. FCB Inferno’s clients sit across industry sectors and currently include the UK Government (for which they created the This Girl Can brand), BMW, NIVEA, Sky and UEFA. FCB Inferno received two Grand Prix awards at Cannes International Festival of Creativity in 2015 and 2016. FCB Inferno has been voted the top UK agency promoting good causes for the last two years by The Good Report, ranking third overall in the list of international agencies.