Dentsu Aegis Network agency Vizeum, and BMW have teamed up to take ‘BMW’s Ultimate Driver’ campaign for the new BMW 2 Series Coupé from the big screen to the little screen.
From this Friday, 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 cinema companion app created back in 2012 by Digital Cinema Media (DCM) and Yummi.
Using their mobile devices, users will be able to select the breaking 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 cinemas across the UK.
The campaign will also be supported by out-of-home, social media and online advertising.