BMW: A STAR IS BORN

In 2021, BMW sponsored Universal Beijing Resorts (UBR), BMW ended up display a few cars in Universal Beijing Resort. This is not how the brands co-op should be.

BMW has unveiled its first-ever virtual IP BAVA the bear as its Chief Entertaining Officer, to drive joy, the cornerstone of the brand experience. BAVA ‘s first task was to introduce BMW’s cooperation with Universal Beijing Resort, while sharing exclusive privileges for BMW fans.  Engagement of BAVA content achieved 39% higher engagement than the benchmark engagement of content using high profile celebrities.

Then, we receive a feedback from UBR. “BAVA know as an IP, where UBR doesn’t allow any other IP to enter the park.” So we find ways to bring him in. Yes, we hijack the park in our way.