BMW has launched a campaign in Sweden that invites people to search for its new BMW 3 Series model that has been 'hidden' on Google Maps. The lucky person who finds the car actually wins it.
The campaign, called 'Signposts' in English, was created by agency Jung von Matt. To participate, users just have to go to the campaign's dedicated website and log in using their Facebook accounts. Then, just search through Google Maps for a red BMW 3 Series model, using the map's embedded blue BMWs (which point in the direction of the hidden vehicle) to help you. When you start, you're given a specific area to hunt through, but you can 'unlock' more areas by being more active in your search.
Stats for Virtual Map Car Hunts
Trending: Older & Mild
Research: 805 clicks in 190 w
Interest: > 3 minutes
Concept: BMW 3 Series
Related: 96 examples / 74 photos
Segment: Males, 18-35
Comparison Set: 35 similar articles, including: slick stretched supercars, matte carbon motorbikes, and extreme driving demos.
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