M3 Challenge Case Study -
A Racing Game or Pure Marketing Horsepower?
The Race
How do you reach your largest target audience in order to showcase the awesome power and refinement of your next steroidal muscle coupe? This question was milling around inside of the BMW marketing camp prior to their official launch of the newly redesigned BMW M3. Of course BMW planned to dip into their usual resource pool of traditional media outlets; however, this time , they would leverage a new medium with as much power as the M3 itself. Enter "M3 Challeng" a pixel-based tour de force that not only reinforced the brand, but gave a mass audience the chance to sink their teeth into the new vehicles dynamics.
The Drivers
BMW - BMW was completely committed to ensuring a realistic representation of the new M3. Taking the "long road", BMW offered up a new M3 to hit the world famous Nürburgring. Outfitted with a myriad of telemetry computers, cameras and sound recorders, every last aspect of the new M3's performance was recorded and handed over to the game developers.
10Tacle & Blimey Studios - Experts in the world of racing simulators, BMW naturally selected a development team that could best translate a pile of performance data into a slick gaming package. Using their race-sim prowess, 10Tacle & Blimey were able to effectively leverage their existing GTR game engine to produce a polished end product in record time.
JOGO Media - Experts in the in-game ad space, JOGO was brought on board to help put the finishing touches on the M3 Challenge. Working directly with 10Tacle, Blimey and BMW, JOGO was able to bring additional marketing, distribution, and advertising opportunities into the fold. JOGO effectively drove the matching of complimenting advertisers with the BMW brand as well as the delivery of an extensive and hungry target audience. Beyond the play, JOGO drove the measurement aspects of the effectiveness of the M3 Challenge and is now making the results available to all interested parties.
The Circuit
Over 1.5 million copies distributed in under 2 months at no charge to the target audience. Distribution was both done electronically using digital download, as well as pressed game CD's released on magazine covers. Further capitalizing on point of sale opportunities, BMW chose to also distribute copies through dealerships and international Auto-Shows. BMW also rolled out a show stopper at the Frankfurt International Auto Show (IAA) - A new M3 with a PC where i's engine should be and the M3 Challenge projected across the inside windshield.
M3 Challenge Simulator at Frankfurt International Auto Show (IAA)
The Winners Circle
What's the best way to measure the effectiveness of the M3 Challenge? Go to the source of course, which is exactly what JOGO Media did. JOGO felt that the M3 Challenge players would be the best source of the branding strategies impact. Commissioning metric company "Buzz Capture", JOGO asked for a report on the "Buzz" surrounding the M3Challenge. Buzz Capture combed the most popular sources across the net and within a few weeks produces an effectiveness study that confirmed the positive impact. Players not only responded positively to the M3 Challenge, but were asking for more and praising BMW's effort. To find out more, download the free Buzz Report above.
