BMW @宝马中国 is collaborating with 10 ski resorts surrounding Beijing to hold 10 different themed events every Saturday from Dec 2017 through Feb 2018. BMW is encouraging attendees to share their skiing photos and videos on Weibo by randomly giving away ski resort tickets to those that use the hashtag #BMW超级热雪攻略#. The campaign’s Weibo hashtag has tracked more than 130M impressions and 11K discussions. Last week, 20 car influencers including @MJ车谈缪俊, @BMWCar宝马客, @BMWsky宝马会, @MJ车谈缪俊, and @极驾客TopDriver mentioned BMW in 33 posts, generating ￥601,192 in social media exposure value.
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