The Ask
Introduce the BMW XM to influential audiences and luxury consumers in the context of Miami Art Week, a premier cultural moment for creatives, entrepreneurs, and tastemakers.
BMW: NYLON House Miami Art Week 2022
Introduce the BMW XM to influential audiences and luxury consumers in the context of Miami Art Week, a premier cultural moment for creatives, entrepreneurs, and tastemakers.
NYLON House draws a high-powered crowd of A-list players in the art, fashion, entertainment, and business world. Relevant talent and venue alignment would be primed for maximizing purchase intent.
The Solution
Partnering with David Grutman of Groot Hospitality, the goodtime hotel set the stage for NYLON House to show off the BMW XM to Miami Art Week attendees.
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A larger-than-life installation and laser light show brought the electrified luxury SUV to the spotlight, encouraging pre-orders and strengthening brand affinity in a key market.
The Results
consumer opt-ins
still assets delivered to BMW
custom video delivered to BMW
AV social impressions
