BMW has teamed up with agencies KBS (New York) and Serviceplan (Hamburg) to carry out “Eyes on Gigi”, its first ever digital first campaign for the launch of one of its models, the BMW M2 Coupé.
American supermodel Gigi Hadid, along the BMW M2are the focal center of this advergaming and spot that was premiered on 14th April on digital social networks (exclusively Facebook and You Tube) and on the web, before the whole integrated campaign start off on 16th April.
There-s another “first ever” inside this work. Gigi Hadid is appearing in front of the camera for an automobile brand for the first time.
Directed by Marc Forster and Mauro Fiore
Film producer and screenplay author Marc Forster, who directed films such as “James Bond – Quantum of Solace”, “Monster’s Ball” and “World War Z”, got the insiration to create this highly unusual spot from the he dynamic performance and agility of the first-ever BMW M2 Coupé and the sensuous beauty and elegance of the top model.
The pectacular one-shot stunt, which was captured in a single uncut tracking shot, was filmed at an airfield in California’s Mojave Desert under the direction of Oscar-winning cameraman Mauro Fiore (“Avatar”, “The Equalizer”).
Advergaming
The film invites viewers to play a very different kind of “shell game”: The film starts with supermodel Gigi Hadid climbing into one of three parked BMW M2 Coupés; from then on, the viewer tries to keep track of Gigi and her BMW M2 Coupé.
Within a short space of time, two more BMW M2 Coupés join in and a fast-paced vehicle choreography begins making the task virtually impossible.
At the end of the drive, all five M2 Coupés come to a halt and the viewer has to identify which car Gigi Hadid is in.
The interactive resolution of the game takes place on the campaign microsite EyesOnGigi.com, where the viewer can also follow the fast-paced vehicle choreography from a 360-degree perspective.
If the player picks the right BMW M2 Coupé, the campaign’s sophisticated digital architecture leads into the digital BMW M2 Coupé showroom of the BMW sales company in the player’s country.
Integrated campaign
The digital spot kicks off an integrated campaign for global rollout through TV, digital, social media and CRM channels, starting 14 April. The “digital-first” approach preferred for the first time for “Eyes on Gigi” also benefits from Hadid’s strong social media presence. With 16.1 million subscribers on Instagram, nearly 1.9 million followers on Twitter and aprox. 2.6 million fans on Facebook, Hadid is extremely successful in this area.
Image over the headline.- Caption from the “Eyes on Gigi” advergaming. © BMW Group. To watch the spot, click here
