BMW Motorrad: One World. One RG 1200S

This case study explains how BMW, the auto-manufacturer, engaged influencers when leaked details of its new GS motorbike model caused controversy around the world.

BMW Motorrad: One World. One RG 1200S

Campaign details

Client: BMW GroupBrand: BMW MotorradAgency: ServiceplanCategory: AutomotiveCountry: Germany

There are products that define a category of their own and, for years, the R 1200 GS was the bestselling motorbike in the world. When such a big seller is updated, the manufacturers usually take a very careful approach as even the smallest of changes is perceived as a revolution.

In the past, model updates were eagerly awaited by fans. However, about six months before the actual world premiere of the new GS, the...

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