Advertising the new BMW 1 Series, iLogic allowed consumers to engage with the brand in a new, exciting way. Keeping in mind that unmatched innovation is always part of the BMW driving experience
Below is an insight to iLogic Digital Agency’s development:
Interactive Projection Campaign Case Study
Full activation on the ground took place over eight nights in major cities across South Africa. Locations were vibey, high-traffic main streets.
Through a high powered, HD projector, iLogic projected an interactive racing game (ooh advertgame) onto buildings and scaffoldings.
Consumers engaged in real time, while having serious fun with new technology and the brand!
Promoters on the ground helped participants enter their Facebook details via a Galaxy Pad, used afterwards as a steering wheel to race with. Facebook was integrated by posting the user’s interaction to the BMW1 Series fan page, as well as the racer’s personal profile. The post congratulated the user on engaging with the BMW interactive projection and listed the activation’s location.
There were 810 campaign Facebook posts, so considering a Facebook user has an average 130 friends, it is conservatively estimated that 105 300 were exposed to the campaign through Facebook alone.
Facebook is about sharing experiences, and as racing naturally evokes a competitive edge, users could share this and their location by harnessing the Like and Share buttons. Participants with a good enough lap time went onto the Facebook lead board, designed and developed by iLogic in real time. The BMW interactive projection was part of a larger BMW multi-media campaign.
Activation dates were revealed via blogging. The campaign went offline as BMW branded gifts were given out, and word of mouth and viral marketing transpired when people were exposed to the brand while interacting socially.
Instead of racing in front of a TV, consumers experienced something larger-than-life, racing on the side of a building. The campaign was a first for South Africa (large scale interactive projection on the ground).