BMW:
BMW Championship
In 2007, BMW of North America and Octagon joined forces with the PGA TOUR and Western Golf Association to launch the BMW Championship as part of the inaugural FedExCup Playoffs. Nearly two decades later, the BMW Championship stands as a premier showcase of the Top 50 players on the PGA TOUR, hosted in key markets and welcoming more than 100,000 fans annually. The event has earned the prestigious “PGA TOUR Tournament of the Year” title six times, an accolade that reflects both its impact and excellence.
Each year, Octagon works closely with the BMW team to craft a comprehensive strategy and activation plan positioning BMW as the definitive premium automotive brand in golf. This 360-degree approach spans branding, media integration, ambassador engagement, immersive fan experiences, and elevated hospitality, placing BMW vehicles at the heart of every interaction.
In 2024, Octagon set its sights on creating a memorable fusion of luxury automotive, the spirit of Colorado, and world-class golf. The result? A standout experience at Castle Pines Golf Club, just outside Denver, that resonated with both on-site attendees and fans tuning in from afar.
For remote viewers, BMW’s story unfolded seamlessly through strategic vehicle placements, partnerships with top TV talent, and expanded media coverage. On-site, Octagon brought the brand to life through curated activations, from “club-in-hand” moments to premium mobility solutions and owner-specific benefits.
Maintaining customer loyalty also remains a top priority for BMW. Octagon therefore developed a suite of premium perks for BMW owners, including complimentary tickets, priority parking, and exclusive access to the BMW Owners’ Pavilion, an upscale venue with unmatched views and first-class amenities.
To navigate Castle Pines’ 6,200-foot elevation and 325 feet of vertical terrain, Octagon introduced a complimentary BMW i5 “Gondola” shuttle system, enhancing guest mobility in style. Additional activations included putting challenges placed throughout the course, encouraging fans of all ages to engage and compete.
BMW golf ambassadors collaborated with Octagon to design engaging vehicle displays, featuring the brand’s latest innovations. From highly capable sports activity vehicles SUVs tailored to the Colorado lifestyle to the sleekest electric vehicles, fans interacted with BMW’s full range, guided by the biggest names in the sport.
BMW’s premium guests were treated to a luxury hospitality venue overlooking the 18th green, complete with chef-curated cuisine, interactive vehicle experiences, and lifestyle branding. Off the course, the “BMW House” at the host hotel provided VIPs, dealers, and players with luxury accommodations, chauffeur-driven BMW transport, and effortless access to every part of the event.
Over six unforgettable days, the BMW Championship hosted nearly 150,000 fans. Octagon engaged more than 15,000 guests through on-course activations, managed a fleet of 220+ BMW vehicles, and contributed to raising a record $10.2 million for the Evans Scholars Foundation, the tournament’s charitable beneficiary.
