The online game 'Cool Flame' is aimed at opening up a target group for the BMW 1 Series that has not previously included the brand in its relevant set. 'Cool Flame' creates an image-building and unusual backdrop for the new BMW 1 Series mainly due to the cinematic approach. The tensions that build up between the protagonists in the game – a cool reporter and a sultry songstress – provide additional dynamics. The game continues over five monthly episodes up until the market launch of the BMW 1 Series. The sophisticated sixties-style graphics, the cartoon animations and the catchy music form the background for the game. The plot continues through all five episodes, with a cliff-hanger in each episode to increase the user’s curiosity for the next instalment. Characterful voice-overs bring the game’s protagonists to life in entertaining dialogues. An added element of tension is injected by the mystery of which episode will first reveal the new BMW 1 Series. With rapid changes between the different playing modes (dialogue, adventure, Jump ’n’ Run, racing) and the concise nature of the episodes, 'Cool Flame' exploits the typical user behaviour. Helpful hints and a timing control ensure that users never reach a dead-end. At the end of every episode there is the added attraction of an exclusive download offer (e.g. a version of the Jump ‘n’ Run game with extra levels).