BMW sends fans to Mars

It's not the TV advert that makes the global campaign for the BMW X3 so special. It's a virtual reality all-round test drive on Mars. And the Facebook model configurator.

Just a few days ago in Frankfurt at the IAA, now on Mars: the compact SUV called the BMW X3 will be launched on the market in November and is being promoted with a global campaign called "On a mission". The special thing about it is probably not the TV advert with extreme athletes, but the 360-degree virtual reality test drive on Mars.

Entertaining wow effect on Mars

The virtual reality film can be viewed on all common smartphones via YouTube or using VR glasses. The film will of course be integrated into the BMW brand's online channels. But the Mars mission is also being widely distributed and well utilised via dealerships and branches, brand events and mailings with Google Cardboard. Uwe Dreher, Head of Brand Communications BMW, BMWi and BMW M, speaks of an "entertaining wow effect". While the lead for the campaign lies with the US agency Kirshenbaum, the Munich-based Serviceplan–Group is in charge of the Mars mission for BMW.

New: Configurator via Facebook Canvas Ad

Based on the full-surface special advertising format Facebook Canvas Ad, BMW basically offers an interactive model brochure with many details and functions. In a playful way, users can put together their own dream car according to colour, design line, wheel rims and interior design.

Source: WUV