BMW wanted to create Facebook pillars where visitors could go and ‘like’ cars. We weren’t sure, as visitors might not act unless prompted. We wished to take the pillar to the visitors! We created RFID enabled iPad2s and handed them to promoters who approached curious car oglers, clicked their pictures and helped them upload it to their Facebook profile with a simple tap of the BMW Connect Card. Visitors could also tap and let their Facebook friends know which BMW car they ‘like’. Each ‘like’ posted would be accompanied by a picture of that BMW car added from the back-end.

This convergence of offline and online media over Facebook saw 10,000 users generate over 19,000 photo uploads, over 34,500 unique pieces of BMW branded content and close to 3.5m post impressions in just 5 days of the Auto Expo. That's an astounding 7 photos every minute for 5 days!