Unique customer engagement experience and continued brand activation
Through a partnership with The Grounds, BMW launched the new M series on-site. Press and invited guests witnessed the debut of four new BMW M models and the first-ever BMW M motorcycle.
The three day-experience offered a unique consumer engagement opportunity at Hong Kong’s premier socially-distanced drive-in movie experience.
Guests were treated to branded BMW goodie bags and customised meal sets while watching a film under the spectacular Hong Kong skyline.
The partnership successfully delivered a ‘talk of the town’ event with images and footage that have been shared globally.
Brand activation continued post-event as the car display and on-screen content remained visible during regular screenings.