The first-ever BMW M2 Coupé embodies everything the brand stands for: performance, iconic shapes and sheer driving pleasure – within a compact form.

It is the Ultimate Driving Machine.

Therefore, the launch perfectly qualified for highlighting not only the individual model, but to communicate BMW’s general advantages in driving dynamics to a broader public.

Yet, the BMW M2 is a niche model and not backed up by big media budgets, so how do you reach a globally diverse audience and make them engage with the product AND the brand?

The 360° virtual reality video utilizes the native video functionality of Facebook and YouTube. The YouTube versions are embedded into the micropage. The page features an intelligent device management that checks incompatibilities (and notifies about them), secures a highly efficient data stream and redirects – if possible – to the mobile YouTube app.

Geo-targeting provides correct localization and later directs users to their respective local BMW website.

The whole page is designed in a slick way using a combination of Java Script and HTML5 with iFrames. It is fully aligned to the BMW corporate identity.

The campaign counted over 27 million views within the first three weeks, and was featured on countless websites and blogs – both from the automotive and the fashion world. Comments and shares were tagged with #EYESONGIGI, transforming a personal online experience into an invitation for friends and followers.

A direct link from the microsite to the local dealer website created massive traffic and let people experience BMW and their wide product portfolio.

Since the campaign is still ongoing, we’ll attract more people using Gigi to focus on the all-new BMW M2 Coupé. Additionally, people got in touch with the provider of sheer driving pleasure – BMW.