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The way that brands deliver experiences to consumers has changed forever, and BMW Canada is getting into the drivers seat to bring this to you with their Operation M Drive, a virtual racing simulator featuring the all-new BMW M4 Cabriolet.
This new campaign is aimed at luxury car enthusiasts and gives them a unique digital driving experience from the comfort and safety of home. Using their mobile devices or computers, participants get to navigate their way through a virtual track in real time, experiencing the thrill and dynamic performance of the M4. “Virtual reality spaces like Operation M Drive allow us to visualize our vehicles from players’ homes, in previously unthinkable environments,” stated Andrew Scott, Director of BMW Brand Management, BMW Group Canada.
Utilizing advanced, responsive technology and professional sound engineering, the hybrid experience features a heads-up display showcasing the sportscar’s acceleration of 0-60 in 3.8 seconds, the M4 drift analyzer, and more – enabling gamers to race their way to the top of the leaderboard. The prospect of automotive and gaming technologies intersecting is one the BMW Group is actively exploring. “We’re the first carmaker to implement a mixed-reality system created entirely using components from the gaming industry in vehicle development. We will soon see these benefits in the upcoming BMW iX; the first BMW vehicle to have been developed using gaming technology.”
The brand turned to VIBRANT Marketing [TCO] who created a hybrid experience where regional brand fans in Toronto could come down to Stackt Market, see the vehicle and interact via an on-site kiosk game. Canadian fans are also welcome to register online to take control of the very same vehicle from wherever they maybe, enabling gamers across the country to compete for top scores while providing a true M experience for BMW enthusiasts.
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