OOH advergame by BMW

Very interesting interactive campaign by BMW in South Africa. For the launch of the new 1 series car, they’ve attracted and engaged consumers with a racing game projected on buildings and scaffoldings. The fun thing is that consumers had the chance to join the game by connecting their iPad to a dedicated Facebook app.

It’s not the first time that we see advergame interfaces projected on outdoor surfaces or megascreens (see this Blue Bloods billboard or this McD campaign) but I believe this BMW idea is one of the first examples of a Facebook Connect OOH advergame.

I also appreciate that they shared the results. The ROI might not have been super good, but I recon the idea is pretty sweet. What do you think?

The agency is iLogic.