We want to give every participant of an action-laden day in Maisach something to share their excitement with. As such, it has to:

• be available right after every training to build on the positive emotion;

• celebrate the person, adding “bragging-power” to enhance sharing;

• be fun to engage with for peers and create “hunger”;

• be easy to implement and manage with 120+ participants per day across very different trainings.

This disqualifies traditional one-for-all ads. A systemic solution that yields fun, personalized results is needed.

The idea: Let’s turn every participant into an action-movie-hero, by adding him/her into action-movie-trailers that fit to the respective trainings! More than mere documentaries: storylines all about the hero’s journey from challenge across first failures to ultimate success. Videos, that celebrate each participant as hero in a BMW film – cleverly featuring training-action along the way. Who wouldn’t want to share that?!

To make it work a newly developed smartphone algorithm helps shoot just the right footage of every participant, selects the right takes to fit to the pre-produced storylines and assembles as well as distributes the videos - automatically. This patent-pending, data-driven technology is the essential missing link.

Being able to identify and automatically film and select specific pre-defined action-sequences of each participant allowed us to pre-produce seamless storylines for all trainings. They are crafted to fit to the character of the training. Each one is based on a different action-movie genre, using typical trailer style VO and music. When the training finishes, the algorithm fills the best personalized scenes of the “action-hero” into the gaps of the right trailer, adds personalized titles and renders the full film – automatically. Once hosted on the client-portal an email is sent to participant as unique link: to his/her “BMW action-hero-trailer”. Direct sharing is easy via social media, mail or download – making each trailer a fun personalized ad for the driving experience. Who wouldn’t want one of their own?!

This new campaign is in live beta testing since the start of the new 2018 training-season in Maisach. Cars of the relevant trainings are equipped with phones and the system is operational. Within the first weeks a few hundred trailers have already been made and distributed. Initial results confirm a building success story: EDM-opening rates exceed 90%. 80+% of all videos are viewed multiple times. And, as far as we are allowed to track, a large portion of these has been shared. (Additional results are given to the jury confidentially for competitive reasons.)