SPAIN – New BMW 1 Series, a 360º Launch.


Starting August 14th, coinciding with the Spanish Supercup, through September 22nd, Staff Events created, organized and implemented the launching and presentation of the new BMW 1 Series in Spain. Street Marketing, Guerilla, Ambush, Promotional, Relationship and On-Line Marketing actions are just some of the tools used in the 360º that led to the micro site. The BMW 1 Serie’s presentation campaign consisted of various actions that were carried out throughout Spain and within the BMW dealership network over the course of more than a month, and the highpoint of the campaign was the last action: Alejandro Sanz’s concert at the Madrid Arena.


he event brought together the new BMW 1 Series with the number 1 star of international pop music, Alejandro Sanz, and his number 1 Albums. To this end, other artist such as Malú, Amaia Montero and Pau Donés also took part in the concert. Laura Sánchez (Model and Actress) and Frank Blanco, a commentator on Cadena SER’s popular radio show “40 Principales”, hosted the event.


Among those present at the last event of the presentation campaign were outstanding figures in the world of business, culture, art and communications. Elena Furiase, Lidia San José, Natalia Sánchez, the popular Ana Milán, singers and songwriters such as Chenoa, Pablo Alborán, Esmeralda Grao and Vanesa Martín; and Journalists and TV hosts such as Ana Pastor , Luján Arguelles and Benjamín de la Fuente were there to greet the “Urban and Sport” “1’s”.

Getting tickets was an easy task, all you had to do was interact with the web site, and define yourself as Urban or Sport. There were 83 events held simultaneously at each of BMW’s official dealerships throughout
the territory of Spain, all of which offered a live streaming HD broadcast of the presentation and concert.

Clippings from over 50 general and specialized media outlets covering the new BMW 1 Series’ Presentation. Over 500,000 plays on Youtube and conversations on Twitter with celebrities consistent with the target gave notoriety to this innovative 360º action designed ad-hoc for the BMW 1 Series’ launch.

About Staff Eventos:
This comprehensive event management company was founded in 1997 and has gained recognition in countless international competitions. It is made up of a team of experts with a permanent staff in charge of conceptualizing, designing and implementing innovative ideas that make an impact, triggering and generating memories. Staff Eventos is a founding member of the “Club para la Excelencia” (“Excellence Club”) for events, whose goal is to professionalize the event management industry with the aim of providing clients that commission events as a strategic marketing tool for their brand or
products with the best possible quality.