BARNEYS BMW HOLIDAY CAMPAIGN
Santa and his sleigh needed a new look. Who better than Barneys and BMW?
To unveil Santa's new sleigh, it made sense to treat this like a real BMW car launch by giving the public a chance to take a “Test Sit” at a Barneys. First word had to be spread in NYC by using wild postings about the "Test Sit" and the hashtag #BMWSleigh.
Now that BMW has designed a modern, sleek sleigh for Santa, he needed a new look to match. Using the same design found in the fashion world, we showed a whole series of Santa in fashion poses, along with his new sleigh--all signed off with #BMWsleigh.
Uniting all social communication under the hashtag #BMWSleigh, we teased out content through BMW USA social channels leading up to the unveiling. Plus, our new Santa could keep everyone updated on Twitter, along with other influencers in fashion.