BMW Motorrad USA

BMW Motorrad USA wanted a dealer meeting to end all dealer meetings. One with a massive "wow" factor. So JMG helped them create a motorcycle stunt show on the deck of an aircraft carrier (the U.S.S. Midway). Mission accomplished.

Download Solution 

Client

BMW Motorrad USA, the North American distributor of BMW motorcycles.

Challenge

BMW Motorrad USA wanted a dealer meeting unlike any dealer meeting they'd ever had before. The location: San Diego. Timing: 3 days, 2 nights. The invitees: 200 dealers nationwide. The request: make it cool, and feature their entire fleet of motorcycles.

Solution

The purpose of BMW Motorrad USA's dealer meeting was twofold: conduct business meetings and display their product line. But BMW couldn't just host any ol' dealer meeting. They needed to project the sleek, cool tonality of their brand, so dealers could get excited and share that excitement throughout the nation. So JMG helped secure the hotel, moderate the meetings and create two nights the dealers would never forget.

Execution

Night One: Fashion Show at On Broadway San Diego
On the first night, we bused dealers (and motorcycles) to On Broadway San Diego, one of the most popular nightclubs in the Gaslamp District. After a cocktail party, we hosted a fashion show that showcased the latest and greatest in BMW Motorrad apparel. The catch? The fashion show included a performance by professional aerialists who hung from the ceiling. We helped hire the talent, coordinate and produce the show, and even spin the records (we’re DJs in our heart of hearts).

Night Two: Stunt Show/Product Demo on the
U.S.S. Midway
What if we offered riding demonstrations on the deck of the U.S.S. Midway? This was asked very innocently in a brainstorming meeting. Then it stuck. Kind of. BMW Motorrad and JMG decided—for safety's sake—to showcase a professional stunt rider on BMW motorcycles instead. (Less insurance and paperwork, obviously.) So we did. JMG hired the stunt talent, coordinated the stunt show and managed the event on the deck of the U.S.S. Midway in front of 200 stunned BMW motorcycle dealers.

One idea that didn't get executed? We wanted the BMW bike to be dropped by a helicopter onto the deck of the aircraft carrier. But five hours before the event, the weatherman gave us the "thumbs down." Bummer. But our goal of creating a dealer meeting to end all dealer meetings was successful. Now, for next year...

Solution Components