To show the BMW X1 is best-in-class for anything, we would hand the keys of an X1 to two prominent action-sport athletes (key influencers) and send them on an action adventure. The twist? Their movements and decisions would be determined by an interactive live audience. In fact, it would be the first-ever live-action adventure controlled by viewers — like a video game, only with people. This would allow us to show off the versatility of the BMW X1, while keeping the audience engaged and interactive.

We broadcasted three live sessions on Periscope with Alex Honnold, Jimmy Chin, and a third person operating the camera and communicating viewer interactions. Viewers took control of the adventure through these interactions with comments, questions, and voting — putting our influencers and the BMW X1 at the mercy of the audience for everything, from what they did to where they went.

#X1WhatsNext engaged and reached:

• 3,244 Live Periscope viewers

• 20,850 Periscope hearts

• 5.3MM Total impressions through press, Periscope, Twitter, Facebook, and Instagram

• 114,037 Social engagements on Periscope, Twitter, Facebook, and Instagram