A TikTok video on ReeseTeesa's account shows the type of BMW X5 model she says she was promised, but never given, by the Upstate automaker.
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David Wren
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South Carolina automaker BMW is getting a crash course in the perils of social media promotion.
The German company that builds X-model sport utility vehicles in the Upstate is being called out for what some say is a broken promise of a free car to TikTok influencer Tareasa Johnson, who goes by the online persona of ReesaTeesa.
Johnson, from Atlanta, has posted several TikTok videos on her "Who TF Did I Marry" page outlining a multitude of broken promises made by her ex-husband, who she identifies only as "Legion." Her story appears to be resonating with others, with her account now tallying more than 3.7 million followers and 41.8 million likes.
Businesses have been quick to shower Johnson with the gifts she says her husband never provided. Hilton and Delta, seeing an inexpensive marketing opportunity, said they would provide free hotel stays and flights, according to The Wall Street Journal, which was the first to report on the issue.
BMW followed suit by posting a video that seemed to imply the company would be gifting Johnson "a dark blue BMW X5 with a cognac interior"— the same type of car her ex once promised. The midsize X5 has a list price starting at $65,700, according to the automaker's website.
BMW's supposed offer generated plenty of positive responses from Johnson's fans, but then the video disappeared from TikTok.
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And Johnson, who's also been featured on "Good Morning America," claims in succeeding videos that she's been ghosted by the luxury car brand.
"To be clear, no I have not gotten a car from BMW," Johnson said in a Feb. 29 post.
Courtney Bagby Lupilin, CEO and founder of the Little Red Management talent firm, told The Wall Street Journal that the kerfuffle might be an instance of a company's social media team not properly vetting a post before it's made. She said companies need to find a balance— "a way to weigh in, or speak to the person publicly, but just not be overpromising."
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Johnson did not immediately respond to a request for comment by The Post and Courier.
BMW, for its part, is staying mum.
"BMW has no comment on this story," a spokesman said March 20.
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