The final piece of mail was created directly by the vehicle it was advertising—a true one-of-a-kind piece of art. Recipients were brand enthusiasts who would appreciate this “souvenir” from the all-new BMW M6. They were able to witness the creation of their own M Print on the “Making of an M Print” video at their personalized BMW website.

We mailed 113,500 unique M Prints that generated more than 500,000 views of the video on YouTube. Of the people who received the mailing between September and December, more than 2,200 have bought a BMW M.

Fast Company Create, PSFK, AdAge’s Creativity, Autoweek and others wrote about the project. Fans loved the campaign so much that many outside of the mailing list contacted BMW directly to request their very own M Print.