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BMW virtually showcases new Series 2 Coupe

BMW2SeriesMicrosite_1Vizeum in partnership with the Nine Entertainment Co (NEC) has launched a campaign for the new BMW Series 2 Coupe which allows consumers to experience the car’s performance credentials in both physical and virtual environments.

A bespoke website has been created as the overall destination for the campaign which allows users to immerse themselves virtually in a BMW driving experience while also registering for the chance to test drive the car.

A number of test days will be held across some of Australia’s most picturesque tracks in Victoria, New South Wales and Queensland.

BMW brand communications & marketing services manager Stuart Jaffray said: “The BMW 2 Series Coupé delivers uncompromised and emotional sports coupe appeal, and is BMW performance in its purest form. By leveraging our owned assets, Vizeum has built a holistic media campaign across Channel 9, Mi9 and Bauer that will leave prospective buyers in no doubt about the quality of this Ultimate Driving Machine.”

The website will house personalised content from the day which will be instantly accessible for participants and the campaign is supported by a targeted spend across other NEC properties including Wheels and Top Gear Magazines where the driving experience is offered to editorial staff for in magazine pre-promotion and review.

The car is also being promoted with a commercial created by Ogilvy, which ends with the tagline “BMW to the power of two”.

Vizeum Melbourne digital director Davor Vilusic said: “With BMW launching the all new BMW 2 Series Coupé, there is no better way to experience the Ultimate Driving Machine than through a corner of a racetrack. Through this partnership we are not only accommodating for customers to experience the brand first hand but giving them access to personalised content whilst the hairs on the back of their neck are still standing up, making it memorable and, of course, sharable.”

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