BMW is using Digital Cinema Media's (DCM) cinema companion app to launch an 'ultimate driver' experience' as part of its Ultimate Driver campaign, as it looks to attract a younger customer base and promote its new Coupé series.
From tomorrow (14 February) audiences will be able to use the 'Cinime' app, created by Digital Cinema Media and Yummi, to take part in an immersive cinema experience.
Using their mobile devices, viewers will be able to select the braking point, acceleration and driving line into a corner when the ad is screened before a number of major films including Robocop.
Each gamer will receive a score based on their choices and those that register the highest will then have the opportunity to become ‘The Ultimate Driver’ and physically test drive all new BMW models launched in 2014.
The car marque is working with media agency Vizeum UK on the campaign.
Farhann Cachra, Vizeum account director, said: “Cinime uses pioneering technology to relay the high performance driving experience that is unique to BMW and places the cinemagoer firmly in the driving seat.
“By connecting BMW with innovative technology like cinime, we’ve broadened the brand’s appeal among both the current and next generation of drivers.”
The campaign will also be supported by out-of-home, social media and online advertising.