BMW is heavily investing in the online pre-launch of its new 1er. To create curiosity and build awareness in potential customers, the brand has developed a web site, named "Prinzip Freude" and an adventure advergame, Flame - The Game. An article (in German) introducing the initiative is presented on 7er.com, which explains that BMW's idea is to start a dialogue with its prospects, addressing them as "friends" (Freunde), and engaging them with exclusive content and events.