Case Study: BMW boosts EV awareness and lead conversion with Spectrm Messenger chatbot

BMW raises awareness of its electric vehicles by offering online quizzes through Messenger

BMW US partnered with Spectrm to address a growing challenge in automotive marketing: educating EV shoppers and generating leads in a longer, more digital-first purchase journey. To meet these needs, BMW wanted a mobile-first experience that could capture customer preferences, improve lead quality, and keep potential buyers engaged beyond the initial ad click.

Spectrm implemented a Messenger and Instagram Direct chatbot experience powered by Click-to-Messenger and Click-to-IG DM ads, retargeting messages, and recurring notifications. The playful quiz-like flow helped users find the right BMW EV based on their preferences, and the campaign delivered strong measurable impact, including 41% CTR, 96% engagement, 96% open rates for recurring notifications, average chat sessions over 2 minutes, and nearly 50% of messaging users converting to a lead or website action.

BMW