BMW M Initiation

BMW doesn't just quietly add a new member to the M family, they initiate it. The BMW M4 received its initiation with the help of 37 brave BMW owners who volunteered their automotive babies to be in a one of a kind race course. No Ms were harmed during the making of this spot. Though we can't say the same for some of the owners' pants. We used a CRM program to reach out to BMW owners to invite them to be a part of the event. It started as a an online video and was so loved by BMW dealers they decided to use it in broadcast.