Under the motto ‘Joy Declares the Games Open’, the BMW X3 Games were intended to be the first multi-sports competition for amateur athletes under the umbrella of BMW. The concept integrated both thrilling sports competitions and group-dynamic processes that played a central role. Spectacular races, challenging courses, an exciting car and fantastic scenery were combined to form a holistic and coherent experiential marketing approach. Out of a comprehensive, international online registration platform participants were selected to compete during a 5-day live event in the challenging sports disciplines of running, golf, ski giant slalom, X3 track driving, mountain biking, and sailing.

15,000 online registrations showed the enormous interest in the BMW X3 Games. Out of these, 52 teams – each of which consisted of 3 athletes – from 19 European countries, speaking 25 languages in total, were gathered to compete in the 5-day live event at the shore of Lake Geneva and in Chamonix (Mont Blanc). Additionally, 29 media co-operations with selected newspapers, magazines, online media platforms and radio stations whose target groups largely coincide with those of the BMW X3 were arranged all over Europe. During and after the event, a huge online community evolved where people exchanged impressions and experiences.