BMW UK i7 x BFI Filmmaker Challenge

  • Natalie Grover

In partnership with the BFI, BMW UK collaborated with filmmakers in a short filmmaking challenge. With the mentorship of the hugely talented Michaela Coel and a host of esteemed industry figures and judges, including Ncuti Gatwa, Terri White and Asif Kapadia, the shortlisted entries received support throughout the filmmaking process. The winning film WE COLLIDE by Jason Bradbury and Cheri Darbon premiered at the Closing Night Gala of the BFI London Film Festival. My role as the was to advise on the best social content for the BMW UK social channels and to make recommendations during end-to-end planning to bring the mentor and judges' content to life. RESULTS The BFI Partnership campaign achieved more than 360K impressions on Facebook, Instagram, IG Stories, LinkedIn, Twitter, and YouTube. Among these platforms, Facebook emerged as the primary channel. The remaining channels also accounted for a significant number of impressions, ensuring an optimal reach for the campaign through videos and images. Throughout the BFI Challenge campaign, an aggregate engagement rate of over 1.42% across all channels, including photo and video content. The campaign attracted more than three figures in clicks to bring users to registration pages for the challenge.