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Marketing Challenge


How can BMW Canada engage audiences & build lead generation in the COVID climate?



Create a virtual driving simulator which will provide BMW & Marvel fans with the opportunity to test drive a BMW M4 Cabriolet from the comfort of their own home.



Over the 4 weeks of activation, there were 3,706 game bookings, 1,619 unique registrations and a combined total 1,867games played on the kiosk and the live game; in addition, over 13,500 in person impressions were made.
BMW’s social channels received 8,758,624 from Facebook, Instagram and TikTok. The email blast was sent to 92,396 recipients with a 41% open rate.

This innovative campaign is designed to give luxury car enthusiasts the ultimate digital driving experience from the comfort and safety of home. Using their mobile devices or computers, participants get to navigate their way through a virtual track in real time, experiencing the thrill and dynamic performance of the M4.


Utilizing advanced, responsive technology and professional sound engineering, the hybrid experience features a heads-up display showcasing the sportscar’s acceleration of 0-60 in 3.8 seconds, the M4 drift analyzer, and more – enabling gamers to race their way to the top of the leaderboard.