MLEVEL - BMW

Exceeding one’s own limits has always been everyone’s desire. For most of us, watching races is the only way to experience the thrill of speed. But why be only a spectator if you can be the protagonist and drive the New BMW M3 and BMW M4 on a track? The M LEVEL CHALLENGE made this happen. We challenged participants to answer 10 difficult questions and interactive games, asking them to recognize engine revs just by listening to its roar or by choosing the right line for a corner just by imagining driving a car on the track. We then tested their historical knowledge by asking them about names, dates and key events in BMW M history. This has led 100 people to turn their virtual experience into a physical one. A real challenge, which many were able to witness through a display campaign, a landing page and a mini web site, made to give a “racing” style to the whole game experience.