BMW was launching its new 7 series automobile. The car represented a major redesign and significant new technology that would be adopted across every car going forward.

Broad Customer Acceptance Was Needed

The web would be used to pre-sell the car among existing BMW owners, pre-qualified buyers and other thought leaders. To build awareness and appreciation for the many exciting new features of the car, a media-rich web environment with an engaging “show- and-sell” approach was developed to provide opportunities for participants to interact with the car and learn about it. Each week a new aspect of the car was featured.

Many of the cars advancements were thought to be so innovative, that only after a thorough education of the benefits, would the audience come to appreciate the cars capabilities and style.