BMW 3 Series Ultimate Track, a game built for iOS and Android was launched in May to support the launch of the new 3 Series. The new 3 series delivers a great driving experience by being agile and efficient whilst still delivering the performance expected from a BMW. The game mirrored these traits through the scoring mechanic which meant it was not a race of getting to the end of the track in the fastest time but a combination of time versus driving the car efficiently, making the most of the handling and performance. The game also supported the ATL campaign which showcased the 3 derivatives within the series with subtle links to BMW's sponsorship of the Olympics. By December it had received 250,000 downloads with a repeat play rating of 61%. The main USP of the game is that users can draw their own track upon which to race. Users can then race their choice of 3 Series (Luxury, Modern, Sport) being scored against the main features of the car; Agility, Performance, Efficiency. Once complete they can share tracks via Facebook. iAds were run to drive downloads of the iOS version of the game, with mobile ads running across both iOS and Android. A demo video hosted by DTM driver Andy Prialaux was launched on YouTube and pushed via social media.