BMW

To Gen Z, riding motorcycles feels like an old people thing.

This content campaign uses a storytelling approach, where young riders share their big moment when they became a rider — appealing to the young generation's need for freedom and authentic visuals.

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After an initial Instagram story kick-off, user-generated content is aggregated under the campaign hashtag #BecomeARider to give BMW Motorrad's social communication more drive.

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Focus channels were YouTube, Instagram, and Snapchat.