Wanted: BMW Ultimate Driver - Download the cinime app to apply

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BMW is using Digital Cinema Media's (DCM) cinema companion app, cinime, as part of its Ultimate Driver campaign, as it looks to attract a younger customer base and promote its new Series 2 Coupé.

BMW is offering cinemagoers the chance to pick the perfect line in an interactive big screen challenge. Using cinime, cinemagoers can complete a virtual lap in a new BMW 2 Series Coupé.  The fastest to choose the best driving line, breaking or acceleration points using the app will be invited to battle it out on a 2 Series track day. One person will be named BMW’s Ultimate Driver, winning the chance to test drive all new BMW models launched in 2014. All participants will get a video of their own performance on the big screen lap, just for taking part.

Laura Stead, Launch & Brand Manager, Marketing Communications, at BMW UK said: “We are always looking for ways to communicate the ultimate driving experience that a BMW delivers. What’s more, our heritage has been built on leading from the front using the most exciting technology to improve the performance of our cars. Once again, Vizeum, working with DCM, has found a way to communicate our core values in an innovative and premium way, and bring the BMW driving experience to life in an unexpected way.”

Joe Evea, Commercial Director at DCM, said: “Cinime offers brands the opportunity to connect, interact and engage with cinemagoers at scale through the big screen and beyond, bringing the cinema journey to life via mobile. BMW’s “Ultimate Driver” campaign is the first bespoke, fully interactive cinime ad spot, featuring real-time scoring to launch in UK cinemas.”

The car marque worked with media agency Vizeum UK on the campaign.

Farhann Cachra, Account Director, Vizeum said: “As an agency, we strive to find new and effective ways to help our clients meet their campaign goals. Cinime uses pioneering technology to relay the high performance driving experience that is unique to BMW and places the cinemagoer firmly in the driving seat. By connecting BMW with innovative technology like cinime, we’ve broadened the brand’s appeal among both the current and next generation of drivers.”

The campaign will also be supported by out-of-home, social media and online advertising.