BMW has been running an experiential promotion across South Africa marketing its 1 Series. The events ran in the evening across major cities with consumers invited to join in an interactive race game that was projected onto buildings and scaffolding in high traffic areas.
Using smart phones, iPhones and iPads gamers logged on to Facebook and competed against each other using their devices. The winners were immediately posted to the Facebook page and a league of the fastest gamers publicised.
There were 810 campaign Facebook posts, so with a Facebook user having an average of 130 friends, it is estimated that more than 105,000 users were exposed to the campaign through Facebook alone.
It looks like great fun was had by all, with consumers engaging with the brand and new technology. See a video of the event below:
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