BMW – THE SOCIAL HACK

THE BACKGROUND:
A talking car from the future is cool, but a talking car from the future that can understand you is even cooler. The BMW i Vision Dee is an emotionally intelligent car that redefines the relationship between man and machine. Affectionately named Dee, I was tasked with creating a buzz on social media about BMW's newest concept car in the lead up to #CES2023.

THE IDEA:
To cut through a crowded social media landscape, I let Dee take the wheel—literally. Dee “hacked” BMW’s social channels, posting memes, replying to comments, and engaging with people in a cheeky, playful tone that was nothing like BMW’s usual style. To ensure every interaction felt authentic, I developed a unique tone of voice (TOV) for Dee and worked closely with Community Management, making sure every reply and conversation came from Dee herself—not BMW.

The results were instant. Within minutes, #BMWHacked was trending, with major news outlets and the car community buzzing about who – or what – had taken over BMW’s socials. Dee wasn’t just a car anymore; she was a full-fledged social media star.