and DotGlu Win MIXX Award for BMW North America, the largest independent social media advertising network, was awarded the silver medal in the “Direct Response and Lead Generation” category at this year’s Marketing and Interactive Excellence (MIXX) Conference and Expo for their work with BMW and DotGlu.

The fourth annual MIXX Awards are the only juried competition dedicated to interactive advertising. Entries are evaluated based on strategy, creative development, execution and results. was recognized for their part in the BMW’s “1 Series Interactive Launch”.

BMW of North America, the world’s best-selling premium car brand, developed the 1-Series, a new entry-level car designed to appeal to the younger 18-34 demographic. In preparation for the launch, BMW hoped to reach out to this crucial audience, a group increasingly averse to traditional advertising, in a more innovative and engaging way where they live online. Looking for a partner to develop the BMW application(s), DotGlu (a NY agency and division of Kirschenbaum Bond + Partners) reached out to Recognizing the conceptual and creative gaps, offered solutions to make the application more differentiated, social, and viral. Due to’s expertise, high-level of service, and combination of social application development and media experience, DotGlu engaged to execute two Facebook applications.

The resulting applications were the BMW 1-Series Joyride and BMW 1-Series Road Trip applications. In just a few weeks the Joyride app had almost 50,000 installs and was performing well within performance metric goals. With’s applications, BMW was able to engage with 80 million unique users on Facebook.


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