There are amazing businesses and brands producing amazing content every day. This post will give props to BMW and specifically a concept vehicle rendering they recently created for Eli, a 4-year-old fan of the brand.
What they did
This was an amazing case of BMW listening, identifying an opportunity, and responding accordingly.
Jalopnik, a popular automotive and automotive lifestyle blog, recently posted an article about Eli, a 4-year-old nephew of a dedicated reader, and the incredibly imaginative details about his dream car. The car was to be a BMW, have 42 wheels and be 42 wheel drive, be powered by 19 Porsche engines, and have 3 steering wheels, to list a few of the features… oh, and the trunk was to be filled with toys so you can play in it. The article can be found here.
BMW, recognizing this as an amazing opportunity to make the vision and dream of a 4-year-old fan come to life, created an awesome rendering of what this car might look like. The rendering was posted to Facebook with a special note to Eli. Check it out here.
Why it’s killer
BMW listened and identified an opportunity to reach one fan, a fan that is a 4-year-old boy. By doing this, not only have they made a lifelong fan of Eli, but they’ve likely increased affinity amongst all who were witness to this story, humanized their brand, and successfully generated meaningful conversations in the Jalopnik community.
Also, talk about crazy levels of engagement; 3,250 shares, 668 comments, and 7,666 likes. Looking back at average engagement with BMW’s previous 10 Facebook updates, this represents 1,806 percent higher than average shares, 1,268 percent higher than average comments, and 369 percent higher than average likes. Wow.
What can be applied to your business?
Keep your ear to the ground
Listen to the chatter that is happening about your business or brand. What you hear might surprise you, and opportunities will present themselves to engage your audience.
Be open and flexible about those whom you engage
Sometimes the best way to engage your audience might be to engage people who typically fall outside of your target demographic. Finding engagement opportunities that are atypical can turn everyday content into a story that a broader audience can identify with.
Try something new
Even if your content strategy performs exceptionally well for your business or brand, occasionally try new things. Becoming complacent is a great way to lose the attention of your audience, so give them new conversation starters to rally behind, new content to engage with, a new perspective to ponder, and on.
Have you seen any killer content recently? If so, please share, I’d love to check it out.
It would be great to chat with you more about this amazing content in the comments, or on Twitter @RGBSocial
Killer Content is a new theme I’ve been thinking about adding to my content mix, this being my first effort. It would be awesome to know what you think in one of the regular places; the comments, on Twitter, Facebook, Google+, or LinkedIn
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