BMW Invites Film Fans to Test Driving Skills

Dentsu Aegis Network agency Vizeum, and BMW have once again teamed up to take ‘BMW’s Ultimate Driver’ campaign for the new BMW 2 Series Coupé from the silver screen to smartphones.

From the 14 February, film fans throughout the UK will have the opportunity to enjoy an immersive cinema experience by testing their driving skills using cinime, the new cinema companion app created by Digital Cinema Media (DCM) in partnership with Yummi. Using their mobile devices, users will be able to select the braking point, acceleration and driving line into a corner when the latest ad for BMW’s 2 Series Coupé is screened before a number of major films including Robocop and Lone Survivor.

Each gamer will receive a score based on their choices and those that register the highest will then have the opportunity to become ‘The Ultimate Driver’ and physically test drive all new BMW models launched in 2014.

The use of cinime has been conceived, facilitated and managed by media agency Vizeum to help BMW broaden its audience and appeal to a younger consumer base. The two parties have worked with DCM and digital agency This Is Dare to create a bespoke consumer experience that will reach consumers in 276 cinemas across the UK.

Farhann Cachra, Account Director, Vizeum said: “As an agency, we strive to find new and effective ways to help our clients meet their campaign goals. Cinime uses pioneering technology to relay the high performance driving experience that is unique to BMW and places the cinemagoer firmly in the driving seat. By connecting BMW with innovative technology like cinime, we’ve broadened the brand’s appeal among both the current and next generation of drivers.”

Laura Stead, Launch & Brand Manager, Marketing Communications, at BMW UK said: “We are always looking for ways to communicate the ultimate driving experience that a BMW delivers. What’s more, our heritage has been built on leading from the front using the most exciting technology to improve the performance of our cars. Once again, Vizeum, working with DCM, has found a way to communicate our core values in an innovative and premium way, and bring the BMW driving experience to life in an unexpected way.”

Joe Evea, Commercial Director at DCM, said: “Cinime offers brands the opportunity to connect, interact and engage with cinemagoers at scale through the big screen and beyond, bringing the cinema journey to life via mobile. BMW’s ‘Ultimate Driver’ campaign is the first bespoke, fully interactive cinime ad spot, featuring real-time scoring to launch in UK cinemas.”

The campaign will also be supported by out-of-home, social media and online advertising as well as a CRM nurture programme.