News

BMW adds kiosk-based gaming to marketing blitz

December 1, 2003

WOODCLIFF LAKE, N.J. -- BMW of North America, LLC launched the next phase of an aggressive marketing campaign for its newest entry into the Sport Activity segment, by introducing an online gaming experience that centers around the adventurous personality of its new vehicle, the X3.

According to a news release, the BMW X3 Adventure is the richest online gaming experience any automotive company has ever created for promotional use, featuring three different in-car driving experiences and outdoor sporting activities, including mountain biking, snowboarding and kayaking adventures. The game was designed to mirror the active lifestyles of the vehicles' prospective purchasers.

Travelers on Jet Blue Airlines got a "sneak peak" of the X3 and the game on Nov. 26, 2003, at the Jet Blue terminal at New York's JFK airport, while waiting to check in for Thanksgiving weekend travel.

About 20,000 travelers checked-in that day for Jet Blue flights, making it one of the airlines' busiest travel days of the year. Jet Blue and BMW team members held travelers' places in line so they could play the BMW X3 Adventure on five kiosks especially set up for Jet Blue customers. An X3 was also on display in the terminal.

The BMW X3 Adventure game follows the October placement of wireless kiosks in the shape of surfboards in public spaces throughout the country, which worked to familiarize prospects with the X3 model and begin to create buzz for its launch. See related story, "Wireless, surfboard-shaped kiosk key to BMW marketing campaign."