BMW The Interactive Testdrive
Online campaign for BMW. In 2009, two BMW 3 Series cars, rigged up with high-tech equipment such as webcams, audio and GPS drove through the country for two weeks picking up people from work or home, for a test drive. These test drives could be followed live on the website interactieveproefrit.nl. We created a platform with tools for transparent interaction between BMW target groups: site visitors could follow the car on a map and look over the shoulders of the drivers. Each car had a phone number, so visitors could ask the driver questions about the car. The test drivers gave their opinions on the car by text message, which then appeared on the website. The Interactive Test Drive was easily integrated with sites and blogs thanks to the widget. Drivers had the opportunity to take exciting routes, such as the Zandvoort Race Circuit and The Kombaan, where the cars could travel at a very high speed.