BMW invites cinema goers to get out mobiles to become professional test driver

Cinema goers will be able to test their racing driving skills by using their mobile phones to select the braking point, acceleration and driving line into a corner during a BMW 2 Series Coupé ad before films including Robocop and Lone Survivor.

The game will be hosted on Digital Cinema Media's cinime app and the highest scoring participants will be put forward to become ‘The Ultimate Driver’ and physically test drive all new BMW models that are launched in 2014.

Brand: BMW

Client: Laura Stead, launch and brand manager, BMW UK

Agencies: Engine Dare and Vizeum

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