BMW ‘Face City’ Interactive Experience

For this campaign, BMW motivated users to connect through Facebook, upload a picture, and delve into a personalized, shareable experience. The basic idea is for the user to create a portrait made of buildings of a city they’ve chosen; a car from the BMW 1 Series is then shown as it drives through the mock city.

A noteworthy creative feature is that users get to name and tag various landmarks of the city after their friends, creating a snowball effect once the content is uploaded to Facebook. Another interesting point is that the background music is generated through the preferences detected in the user’s profile. Within the first month, the microsite saw 300,000 visitors and generated 390 Face City experiences.

Read more about BMW’s case study in Google’s Creative Sandbox.

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