BMW launches their new Z4 (a beauty, although I am lukewarm to private driving) using augmented reality. The TV ad was produced with artist Robin Rhode attaching paint sprays to the wheels of a real Z4 and driving around over a white floor. After a few rounds, joyful figures emerged:
Participation is also utilized. By printing out a fiduciary marker icon and placing it on a surface in front of your webcam, you can command a virtual BMW around your living room or desk and paint it with vivid colors that are imposed on the video footage on-screen. Naturally, the idea is to then upload and share the video with your friends.
Fun and creative, but you need to download a software for this and it is available only in Windows version. As regards the nature of the campaign, it would probably have paid off to produce a Mac version as well as this kind of playing around and tinkering is usually more natural to Mac owners than Windows users. Nevertheless, a fun and bold take on how to use the latest tools in marketing (and I am telling you about it, am I not?)