Digital-First Integrated Campaigns
Paid Social
Organic Social
SEM
Digital Display Advertising
Video
Photo/Video Shoots
Media Strategy & Buying
BMW Performance Centers offer a rare opportunity to put The Ultimate Driving Machine® to the test – on a track or off-road, with professional instruction. This experience drives real sales: ~30% of attendees purchase a BMW within 18 months of attending a class. And BMW PC came to S3 McMillan to rev up their digital marketing results.
These are far more than driver education classes. They are adrenaline-fueled, unforgettable experiences. To drive more action, we needed to go beyond showcasing beautiful cars and skilled drivers. We had to capture and convey dynamism – the thrilling emotional essence of the BMW Performance Center.
S3 McMillan developed and executed a full-funnel strategy that brought BMW Performance Center experiences to life across digital and social channels. Highly targeted paid media, compelling video, first-person content, and dynamic visuals put audiences in the driver’s seat – sparking desire, clicks, and conversions.
social follower growth in the first 9 months
social engagement increase in the first 9 months
Ongoing increases in digital leads, conversions, and class attendance
“S3M’s ability to capture captivating imagery, edit it, add the perfect soundtrack and post it to our social channels enhances our customers’ excitement about the BMW Performance Driving School. The team knows how to hyper target our customers through SEM, paid Social and Digital Advertising as well. This saves us money while allowing more of our target audience to view our social channels, engage with the content and click through to our website to make a purchase. S3M has been able to increase our social following and engagement, which is driving traffic to our website – and as a result registrations have increased. The more people who experience the BMW Performance Driving School, the more BMWs we sell. This is the ultimate goal and the S3M team is making it happen!”
Natalie Popkin
Sales and Marketing Manager,
BMW Performance Centers
