Utilising a large format digital projector on a 108m2 screen and an interactive virtual test drive game being developed where the BMW Sport and Urban lines raced against each other us; using tablets as input devices and steering wheels. Located in key high foot traffic as well as drive-by traffic, promoters on the ground encouraged passers-by to play the game on the large format screen.In order to play, player shad to log in with their Facebook account details which would automatically give us access to a database. Once logged in their Facebook pages were updated with the fact that they were partcipating in the game. And afterwards their times were sent to their FB wall as well as the 1 Series FB page where the leaderboard was housed.All their friends were ultimately also exposed to the 'virtual test drive' via Facebook.

8 events were held, 2 per key city in South Africa, each evening averaging for 5 hours.An average engagement time of 9.34 minutes per player, enabled us to collect 466 unique registered users.Estimated Facebook exposure was 60,680 (based on Facebook stats of 130 friends per user).BMW's business objective was leads generation and this offered a great starting point.The virtual test drive drove great talkability and within 24 hours of posting the video on Youtube there were 2,000 views and +/-28,000 over a month.A first for South Africa in terms of having a video projection linked to a digital platform, this helped to position the new 1 Series as innovative and dynamic.