BMW North America
BMWi - Road to Coachella
Duties:
Plan, build, and execute the onsite application and triggered email communications.
Create and edit digital assets for the onsite application and automated email campaigns.
Monitor and analyze data for real-time insights and performance optimization.
Overview:
BMW North America partnered with Coachella Music Festival in California to create a high-impact presence for the new BMWi electric vehicle series. Traditionally reliant on pen-and-paper data collection methods at activations, BMW sought a streamlined, digital-first solution to engage festival-goers efficiently. With a last-minute activation scheduled just weeks before the festival, BMW had minimal assets available and no clear vision for data capture requirements. The primary goal was to develop a clean, user-friendly onsite application that aligned visually with both the BMW and Coachella brands while maintaining brand standards. This application was to be housed in kiosks and wheel stands, used by Customer Service Representatives to interact with festival attendees.
Objective:
To design and implement a visually engaging, efficient onsite data collection application that enhances consumer engagement, automates lead generation, and delivers actionable insights for BMWi. The solution needed to ensure seamless integration with CRM as well as a blending of BMW and Coachella branding while enabling real-time optimization of marketing strategies.
Solution:
As the Professional Services Manager at Limelight Platform, I collaborated with a single Customer Success team member to devise a strategy and design for the onsite app. Combining the vibrant, artistic elements of Coachella with the sleek, modern aesthetics of BMW, we developed a visually compelling and highly functional data collection platform. Key features included:
Branded Data Collection Interface: A clean, user-friendly app that allowed attendees to engage effortlessly with BMWi.
Automated Email Communications: Personalized, triggered emails that enhanced post-event engagement.
Branded Photo Capture Feature: Attendees could capture and share their festival experiences, extending BMWi’s brand reach.
Real-Time Insights & Optimization: Data collection and analysis capabilities enabled BMW to refine lead generation strategies on the fly.
Results:
Streamlined Consumer Engagement: Eliminated manual data collection, improving efficiency and attendee interactions.
Enhanced Brand Presence: Successfully merged BMWi and Coachella branding for a visually cohesive experience.
Automated & Personalized Marketing: Captured leads were automatically integrated into BMW’s communication channels, allowing for hyper-targeted messaging.
Real-Time Performance Tracking: Enabled BMW to measure and optimize results during the festival, maximizing lead collection effectiveness.
High-Profile Exposure: The BMWi app became a key engagement tool at one of the world’s largest music festivals, solidifying BMW’s brand presence in the experiential marketing space.
This project was a thrilling experience, seeing my design serve as the public-facing digital solution for BMW North America at Coachella, a globally recognized event.
*All content and creative are property of respective brands, with permission from Limelight Platform, 2025.