BMW Driftmob feat. BMW 2 Series Coupé
Case Movie
To celebrate the launch of the BMW M 235i, we created a little different campaign. Our target group is made up of fanatical petrol heads. They are genuine automobile enthusiasts hungry for extraordinary car content. And that's what we gave them. Instead of adopting a classical advertising approach, we entertained our target group with a Hollywood-like film scene and build a whole campaign around it. And our stars were not actors and models, but stunt-drivers with high credibility in the target group. They also played an important part (as multiplicators) in our campaign strategy.
The BMW Driftmob
The Making Of
BMW Driftchallenge
Additionally we utilized the advertising potential of iPad & iPhone devices – to promote the new BMW 2 Series Coupé with its superior driving dynamics.
Presented by Rhys Millen - the Drifting World Champion - the iAd gives the user a playful understanding of the basic rules of a perfect drift. The user has to give proof of his skills within three short challenges, while learning the driving dynamics features of the car.
Virtual Driftmob
... and we gave our targetgroup the possibility to try this at home. Literally.
Team: Michael Ohanian, Max Timm, Björn Neugebauer, Florian Barthelmess, Daniel Ernsting, Jonathan Roolf, Erik Bierschenk, Hermann Krug, Mic Rodgers 🎬, Ekkehart Pollack 🎥, Riley Harper 📢, Julian Holland and Partizan