To mark its birthday, 7,500 Isettas were spread out all over Munich for the people of Munich to encounter on their way to work, in the city, and in many other places besides. This activity was backed by the Munich radio station Charivari, who cooperated with BMW Museum to promote a special competition with prizes. Over a period of eight hours a specially coded Isettas was discovered every hour. The individuals who found the cars won a weekend trip to Lake Tegernsee with an Isetta. Of the 7,500 Isettas, 2,000 were red ones. These entitled the finders to free access to the museum. On top of the guerrilla activity the campaign also featured an ongoing print, cinema, online and an outdoor presence, including Edgar Cards etc. Thus, the ‘open night’ staged by museums of Munich was also utilised for an Isetta activity to attract the people to the Museum.

Comprehensive reporting activity ensured that almost 1.5 million contacts were generated. The microsite attracted almost 60,000 site hits and well over 250,000 page visits. As a result the visitor figures rose to levels similar to those achieved just after the BMW Museum was opened.