The BMW M2 campaign was released to showcase the brand’s latest model at the time, and went viral for a couple of reasons.
The campaign, a great example of “click-bait” title and thumbnail picture. The article starts with “this news has just been deleted by BMW” with a classic WeChat warning sign after an article is censored. This alone is enough to drive users to click on Read More to se the campaign. The campaign reached 100,000 page views after just 2 hours of launch thanks to the attractive title.
The campaign starts from a H5 copying the design of a WeChat article. Torn off to give way to an exciting video presenting the latest BMW model. BMW is here using a now classic technique of creating a “fake” article and surprising users by revealing an H5. The key is however, in the outstanding design of the overall campaign, which takes users smoothly from the first click to the final action call.