BMW Motorsport: Campaign development for the BMW Junior Team

Tradition and future come together and draw new brand fans with an integrated communication strategy and digital content campaign: This exciting challenge was taken on by more than 50 German-speaking and English-speaking media management students in the 2020 summer semester in an internship project in collaboration with BMW Motorsport.

At the end of the 1970s, the BMW Junior Team comprising the driver trio Eddie Cheever, Manfred Winkelhock and Marc Surer caused a stir in the motorsport world. More than 40 years later, BMW has reloaded the now legendary BMW Junior Team as a holistic, high-quality, intense training programme with three promising junior racing drivers from three countries. The objective: successfully contesting probably the most challenging endurance race in the world, the 24-hour race at the Nürburgring-Nordschleife.

Based on the theoretical foundations of integrated communication, using cross-media communication measures and contemporary campaigning, the students spent an intense period of more than three months, mostly in project groups, designing with great success different content-related, conceptual or strategic communication campaigns that BMW Motorsport can now use to continue their communication measures surrounding the BMW Junior Team that were interrupted by the coronavirus pandemic.

Statement Professor

“I am delighted that we were able to deliver another exciting practical project in the automotive sector to our students at Macromedia University of Applied Sciences in Munich. Thanks to our external practical partner bürosüd for the trusting cooperation with our students and handling project in such challenging times of the Corona pandemic. The scope of results clearly reflects the great success of the whole project. Macromedia University of Applied Sciences is looking forward to future projects with BMW and BMW Motorsport. “

Prof. Dr. Mohamed Badr
Head of Media Faculty
Macromedia University of Applied Sciences in Munich

Statement Cooperation Partner

“We really enjoyed the project in co-operation with our customer BMW Motorsport and Macromedia University because we always need to be on point in meeting the demands of our customers. Defining topics that reach the target group effectively during communication campaigns is often challenging. The close collaboration with the students, being not only able to work alongside the target audience directly, but also have them flesh out the campaign content was a profitable experience for us as an agency, which no doubt we will make use of again in the future.”

Florian Haasper
bürosüd plus GmbH, Agency Partner BMW

Statement Lecturer

"We received consistent, very positive feedback from the project partner on the results of the collaboration with BMW Motorsport. Every single participant in the seminar can be very proud of what they have achieved – particularly in the exacerbated conditions of the coronavirus pandemic, which unfortunately prevented us from having face-to-face meetings with the project partner. Nevertheless, BMW Motorsport is ideally positioned with the seminar results, in terms of strategy and content, for resuming communication measures surrounding the BMW Junior Team. The consistently outstanding achievements of the students in their final papers also show that the theoretical foundations of integrated communication and cross-media campaigning on which the project is based were understood and able to be applied practically with success. This provides the students with valuable knowledge for their careers in handling communication and media."

Chris Brandt