BMW initiated an online Augmented Reality campaign to promote the launch of the BMW Z4. Holition worked with Dare to create a unique interactive online brand experience, supporting the TV campaign- in which a roadster is steered across a blank canvas with the tyres providing paint trails and colourful ‘expressions of joy’.
Users were able to test drive a virtual 3D Z4 and record their paint trails via the webcam and upload videos of their creations to YouTube. The Augmented Reality application is complemented by content on Facebook and YouTube.
This activity helped invest BMW ‘s leading approach to communicating technical prowess with a relevance targeted directly at younger affluent car buyers; to BMW’s impeccable technical website credentials we added a touch of viral and digital excitement- the perfect blend of marketing elements.
This campaign was rated Number 1 in a run-down, carried on Brand Republic and in Revolution magazine, of the best AR campaigns.
www.holition.com
Sarah
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