Have you ever had a fan wear so much of your branded clothing that it looks like they work for your company? What about a fan that could tell what year your product was made by its smell? BMW does. And they decided to do something for these fans that would turn them into loyal advocates for their new 4 Series.

In her presentation at SocialMedia.org’s BlogWell conference, Kate Alini, BMW’s Social Media and Emerging Technologies Manager, explains how they sought out super fans and blew their minds with a remarkable experience.

Some other things to learn from Kate’s presentation:

  • Why not all customers will spread word of mouth the same way
  • How to watch for unexpected opportunities to surprise and delight
  • What one 4-year-old’s dream BMW looks like

Watch her full presentation in the video below or check out our live blog from the conference for a transcript.

BMW: Ultimate fan engagement — presented by Kate Alini from SocialMedia.org on Vimeo.

Download Kate’s slides here.

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