Synergy and BMW win social media award for making the Torch route golden

Synergy’s ground-breaking London 2012 social media campaign ‘Golden BMW’ last night won the coveted European Sponsorship Association (ESA) Award for Social Media Activation. As part of the BMW sponsorship of London 2012, the campaign saw a specially-created fleet of Golden BMWs tour the country visiting the Olympic Torch Relay route a day ahead of the Relay to capitalise on the anticipation of the Flame’s arrival.

The integrated campaign, led by social media and PR, encouraged consumers fans to ‘Spot, Snap and Share’ photographs of the highly distinctive Golden BMWs for their chance to win tickets to the Games. The 70-day campaign reached over a third of the UK population, increased BMW’s Facebook fans by 15% and inspired over 50,000 people to visit BMW dealerships.

The ESA judges commented: “The Golden BMW campaign was wholly based on social media with great engagement and business results. It was hard to achieve standout in the busy Olympic Torch period, but the Golden BMW clearly achieved all the targets they set themselves”.

Tim Crow, Synergy CEO, said: “We are incredibly proud to have won this highly coveted award in such a competitive category. It is particularly satisfying to have won it in the context of London 2012, the first Games of the mainstream social media era, and confirms our position as leaders in creating and delivering social media campaigns in sponsorship.”