BMW 2 Series Coupe is being promoted by an interactive driving experience which allows participation in a ‘virtual lap’ via Facebook, cinema or mobile.
EngineDare teamed up with Vizeum and Digital Cinema Media (DCM) to create the cinema version of the game, which sees fans complete a “virtual” lap of a circuit making driving decisions along the way, such as picking the optimum driving line through corners, for the chance to enter to be at the track day finale in March where the most talented driver will be crowned BMWs Ultimate Driver.
Laura Stead, launch and brand manager of marketing communications at BMW, said: “At BMW we place innovation at the core of our business, so it’s important that we continue to find new and engaging ways to talk to our audience. With this campaign, we are demonstrating several industry-firsts that place audience participation and social media at the heart of the communications. We’re really excited to see how the campaign will unfold over the coming months.”
To launch the campaign EngineDare filmed BMW ambassador Jake Humphrey and BMW DTM Racing Driver Andy Priaulx taking the 2 series Coupe for a spin – with the BMWs Ultimate Driver winner to be awarded by the pair.
Adam Wyatt, BMW client services at Dare, said: “We live in a world where consumers are increasingly challenging brands to connect with them in more meaningful and entertaining ways. In launching the new 2 series coupe EngineDare identified an opportunity to connect directly with its key audience, putting participation at the heart if its content and communications strategy. The result is a fully integrated campaign which crosses multiple platforms and utilise paid, owned and earned channels to maximum effect.”
The campaign will be supported by a national 60 second cinema ad, online ads and out of home.