Put Your Stories to Work Like BMW
What is your Story? Are you putting it to work for you?
About 12 years ago, BMW started using branded content stories build buzz and hype in campaign titled, “The Hire.” It was a series of eight short story films that involving Clive Owens as the driver. Some of them were bizarre stories shot by some of the famous directors such as including John Frankenheimer, Ang Lee, and John Woo.
The series was viewed by over 11 million people in its first four months, and BMW sales increased by 12% as a result of the attention.
It demonstrated that good storytelling content generates good buzz and he who gets the buzz, gets the biz.