Expression Of Joy

To promote the relaunch of the Z4, we invited people on a unique ‘virtual’ test drive. In one of the most relevant applications of Augmented Reality technology, we extended the ATL Robin Rhodes ‘Paint’ campaign into a 3D virtual joyride. 

By printing out a black and white symbol from the BMW website and pointing it at your webcam, you can drive the resulting virtual Z4 all around your desk. In the process, you create a piece of computer art, which mimics the TV ad. 
Every stunning detail can be viewed via the high quality 3D model. The colour of the car can be changed and even the new hard-top retractable roof can be opened and closed to show the car to its full potential. 
We made extensive use of social media networks and seeded the app to key influencers to maximize reach beyond visitors to the BMW site. 

In the first 3 weeks of the application going live, 9,400 downloads were made, with an impressive 18% of all page hits resulting in a download. The facebook group has attracted over 1,800 fans and the demonstration video that was produced has generated over 30,000 views on YouTube alone.