We reimagined the boring and ineffective test-drive as a nationwide driving competition, launching a 360 recruitment campaign and holding tryouts in every major city in the country.

The 17 fastest drivers were flown to the Official BMW Racetrack to compete for the title of The Ultimate Driver. After a day of adrenaline-inducing racing, one winner was crowned.

The Ultimate Driver kicked off in the spring of 2017 with a 360 recruitment campaign challenging drivers across the country to sign up and compete. All marketing materials drove to a website where consumers could sign up for national tryouts in cities like Los Angeles, San Francisco, Dallas, Chicago and New York.

There, over the course of 9 months, 30,000+ contestants got in the driver’s seat, learned from professional BMW instructors and set their fastest lap times in a series of exhilarating hot laps. The fastest drivers from each city advanced to the Championship round at the Official BMW Racetrack in Thermal, California, where after a day of adrenaline-inducing racing, one winner was crowned. The finale was shot in the style of a reality-TV show and released online through BMW’s YouTube page.

30,000+ contestants. 571% increase in test-drives. 13% increase in vehicle sales.