• David Stell

In conjunction with Dare, Vizeum, and Digital Cinema Media we created the ‘BMW’s Ultimate Driver’ campaign for the new BMW 2 Series Coupé, promoted by an interactive driving experience which allows participation in a ‘virtual lap’ via Facebook, cinema or mobile. Using either a link from Facebook or the cinema app of the game, fans complete a “virtual” lap of a circuit making driving decisions along the way, such as picking the optimum driving line through corners, braking distance and acceleration points for the chance to enter to be at the track day finale where the most talented driver was crowned BMWs Ultimate Driver and physically test drive all new BMW models launched in 2014. To launch the campaign we filmed BMW ambassador Jake Humphrey and BMW Racing Driver Andy Priaulx taking the 2 series Coupe for a spin – with the BMWs Ultimate Driver winner to be awarded by the pair. The campaign was be supported by out-of-home, social media and online advertising. Over 7000 people came forward to claim the title. “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.” Laura Stead, launch and brand manager of marketing communications at BMW