BMW Drive in Fest
2020
Case video
Context
The world had come to a standstill. COVID-19 reshaped social dynamics, and music fans had already adapted to digital consumption—Spotify, YouTube, streaming concerts, and more.
That’s why we envisioned a different format, allowing BMW to bring music to fans in an unexpected way during Phase 2 of the lockdown in Madrid, when leaving home was still not an option.
Idea
With audiences already used to consuming music digitally, we set out to surprise them by bringing live music back to a physical stage. But how? With the perfect partnership between Warner Music, BMW & Tango.
Inspired by the drive-in theater concept, we created the first-ever drive-in music show in Spain, allowing fans to experience live performances from the safety and comfort of their cars.
Results
The event sold out in under 20 minutes, showcasing the success and relevance of BMW’s bold and innovative idea.
Drive-In Fest achieved 122 million media impressions and generated over 181,000 social media interactions, confirming its massive reach and strong audience connection.
122 M
📺
280
📰
media hits
media reach
💰
1.7 M
ad value
🤑
5.3 M
PR value
❤️
181 K
SOME interactions
Equipo:
Warner Music Spain
BMW España
Tango