Celebrating Creativity #102 – BMW

BMW Experiential Campaign Here is a great example of experiential activation, integrating mobile technologies, social media and a fun gaming element.

For the launch of the new 1 Series Urban and Sport Line in South Africa, BMW pulled out all the interactivity stops to help consumers experience the character and sportiness of the brand. Experiential tactics, with the support of a radio campaign, were enlisted in order to draw attention to the live activity in five hot South African venues.

Brand Ambassadors provided consumers with tablets, which doubled as controllers in a racing game played on a huge 108m2 projector screen. Incentivised with the chance of winning one of 6 brand new cars, consumers flocked to the venues, which resulted in over 100,000 shares with Facebook friends.

This simple yet highly effective campaign engaged consumers through elements of fun and competition, as well as the clever integration of new technologies, which are changing the experiential hemisphere each and every day.

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