BMW is taking the old baseball-in-a-hat trick to a new level.
In effort to promote its newest M2 sports car the car company developed a 360-degree, interactive video that challenges users to keep their eyes on Gigi Hadid throughout her experience with the hot blue car. The video sets the base by showing Gigi walking towards and choosing one of the M2 coupes and builds on complexity as she races against the other cars, weaving in and out of each other. Throughout the video users can move the screen to attempt to track the correct car – either by swiveling their smartphone or toggling with their mouse – but at the end they have to determine which car contains the lovely Gigi.
While the interactive game is a buzz-worthy home run for BMW’s digital campaign, the partnership with Gigi Hadid, who has more than 15 million followers on social media, will extend the reach and brand engagement to new and younger audiences.