Auto marketing so often relies on slick ads with empty, slightly wetted roads being cut through with a spotless ride. While visually stimulating, there is often a deficit between seeing and doing. Auto manufacturers need to get people in their showrooms and behind their wheels. That’s why this campaign stood out.

BMW launched the 1 series in South Africa. To do so, they set up a huge 100 square meter screen that projected a racing game. Passersby could log into the game with their iPad, which then became their steering wheel.

Watch the video and let us know what you think. Our reference, Digital Buzz Blog, gave BMW points for ingenuity, but thought the gameplay was a bit too clunky to live up to BMW’s image.

Read more at Digital Buzz Blog