"LESS RULES. MORE PERFORMANCE." With this slogan, BMW launched the campaign for the BMW 2 Series Coupé, that quickly gains global attention with the BMW Drift Mob Viral. Additionally BMW utilizing the advertising potential of iPad & iPhone devices – to promote the new BMW 2 Series Coupé with its superior driving dynamics.
Presented by Rhys Millen - the Drifting World Champion - the iAd gives the user a playful understanding of the basic rules of a perfect drift. The user has to give proof of his skills within three short challenges, while learning the driving dynamics features of the car.
The iAd was developed in collaboration with Apple. It is an entirely new form of multimedia in-app advertising and combines the emotionality of TV advertising with the interactivity of digital communication.
Agency: Interone BBDO
My role: Concept & Creative Direction