BMW Canada has teamed up with the Globe and Mail on a new branded content campaign called “LifeX” to promote its X series.
Three videos aim to tell the stories of the X3, X4 and X6 models through well-known influencers who talk about different themes. Natasha Koifman, president of NKPR, represents “style” for the X4; Toronto real estate developer Brad Lamb discusses “presence” for the X6; and designer Jane Lockhart represents “play” for the X3.
“We wanted to ensure that readers could identify with a real-life person who exemplifies the personality of each of the X Range vehicle family,” said Kris Davis, senior vice-president of Media Experts, BMW’s media agency, which helped develop the campaign.
An awareness portion of the campaign had already taken place, so the content’s role in phase two “is to continue the X Range story,” added Davis.
NKPR’s Koifman told Marketing she agreed to do the spot because she really wanted to test drive the car (she’s in the market for a new one). But she wanted to ensure it would be “on-brand” for her as well, down to the colour of the car she would drive.
“I think what the Globe and Mail does from a custom content perspective is very cool and it’s about authenticity for them,” she said. “It’s on brand for me and it makes sense, so I really respect how the Globe has evolved when it comes to content.”
All the content for LifeX is housed on Globe & Mail’s “partners” sponsored content site. It is also featured on BMW’s social media channels, including Facebook, YouTube and Twitter.
The Globe Media Group produced the content, with consultation from BMW’s creative agency Cundari.
Rich-media ad units are appearing on Globe Alliance network sites including The Wall Street Journal, Forbes and Washington Post.