3-D X6 Hologram to be placed in lobbies of Wall Street buildings

[LeMansX5]

3-D Virtual Tour of First-Ever BMW X6 to Roll into Lobbies of Buildings Near Wall Street as Centerpiece of Ad Campaign



BMW of North America Banking on Dynamic Hologram of World's First Sports Activity Coupe to Reach Target Consumers in Financial Community WOODCLIFF LAKE, N.J., April 28 /PRNewswire/ -- BMW of North America andits advertising agency GSD&M Idea City are rolling out a 3-D virtualvehicle tour to herald the arrival of the first-ever BMW X6. Going directto target consumers with a hologram of the vehicle, the world's firstsports activity coupe will be featured in prominent buildings in New YorkCity's financial district over a four-week period.

Virtual Design Studio Tour



Employing patented technology from Dutch advertising company viZoo, the2008 BMW X6 will be projected in three dimensions, appearing as a hologram,inside a ten-foot square, BMW-branded enclosure. Inside thelight-controlled space, an animation suggesting the vehicle's uniquecombination of coupe agility and sports activity vehicle versatility runson a loop.



"Busy finance executives represent an important sampling of the targetconsumers for the new BMW X6," said Jack Pitney, Vice President, Marketing,BMW of North America. "Since these prospective buyers rarely have time tovisit a dealer showroom, our virtual tour allows them to experience theperformance, agility and utility of the X6 by bringing the showroom to them."


An interactive touch-screen inside the enclosure will allow people tomanipulate the vehicle hologram to view different angles, experience theinterior, explore the vehicle features, and get a sense of the generous cargo space.


"The BMW X6 doesn't look like anything BMW has ever produced -- youhave to see it to believe it," said Duff Stewart, President and COO ofGSD&M Idea City. "Our goal was to put this amazing vehicle in front of itsbest prospects and stop them in their tracks." The BMW X6 virtual tours will be open in each New York City location onMonday through Friday during regular office hours, and will be staffed bybrand ambassadors during peak times. The building locations and dates areas follows:



-- World Financial Center (225 Liberty St.) from April 21st - April 25th
-- 245 Park Ave. from April 28th - May 2nd
-- 1 Liberty Plaza from May 5th - May 9th
-- 1 New York Plaza from May 12th - May 16th

A media partnership has been forged with CNBC-TV to help further theBMW X6's reach among members of the financial and business community. Onthe television news network, the new BMW X6 will drive across the top ofthe screen as part of a reverse stock ticker -- a first for any advertiser.Additionally, BMW is the first automotive company to sponsor a taping ofCNBC-TV's "Power Lunch," on location recently at The Four SeasonsRestaurant in New York City, where real-life power lunches take placeeveryday. The new BMW X6 was on display.

On the West Coast, a media partnership with Variety will introduce theBMW X6 to target consumers in the entertainment industry as part of thelatest installment of the "10 to Watch" series, "10 Innovators to Watch,"in both print and online editions dated May 5th. To extend its partnershipwith the leading entertainment industry trade, BMW will join Variety insupporting the Consumer Electronics Association's Digital HollywoodConference in Los Angeles from May 5th-8th. BMW will be the exclusiveautomotive sponsor of the conference, will stage an X6 display in front ofthe conference venue and, along with Variety, a Digital Hollywood mediapartner, will host a "10 Innovators to Watch" panel discussion followed bya cocktail party.

Aggressively styled print ads telegraph the attitude of the new vehiclewith bold taglines like "Coupe's evil twin" and "What is it? What isn't it"set in a heavy typeface. The ads will appear in April, May, and June issuesof national business/financial, lifestyle and automotive enthusiastmagazines, including: Forbes, The Economist, Conde Nast Portfolio, RobbReport, The New Yorker, Cigar Aficionado, Automobile, and Road and Track.

A national cable television spot, directed primarily at viewers ofbusiness, news and sports networks, supplements the campaign. The 30-secondpiece, entitled "Clay," shows a lump of clay morphing between a variety ofvehicle shapes, evoking the BMW X6's performance-based roots, until finallylanding on the distinctive form of the sports activity coupe. The claymodel is replaced by a Vermillion Red Metallic BMW X6, and a voiceoversays, "The coupe has been reshaped. The all-new BMW X6." The spot willappear on such national cable television networks as Bloomberg, MSNBC,CNBC, CNN, Fox News, ESPN, NFL Draft on NFL Network, The Golf Channel, NBAPlayoffs on TNT, and the Speed Channel.

Other highlights of the comprehensive ad campaign for the 2008 BMW X6include:

-- Spots on the Captivate Network, which delivers news, entertainment, and advertising to digital screens in the elevators of premier office towers in North America's top 23 markets.

-- A specially designed BMW X6 web site for Apple iPhone users, and the ability to drive information direct to other "smart phone" devices in response to a text message inquiry from the user.

-- A prominent banner ad on the Bloomberg Terminals relied on by members of the financial community for real-time and historical stock information.

-- A BMW sponsorship of Morningstar.com's premium subscription content that will make it available to users free of charge from April 29th - June 7th, and will feature an animated BMW X6 that will drive across the screen when users submit stock information inquiries.

-- An online presence through financial page takeovers of business and financial web sites like LinkedIn.com, Forbes.com, TheStreet.com, and Morningstar.com. Also, online creative will appear in Variety.com and select in-market automotive web sites.

-- Airport billboards that proclaim "After you land, fly" and "The goose bumps begin at deplaning" are slated to appear in 15 airports covering 10 domestic markets.

A virtual design studio tour on the BMW web site will allow visitors an inside look at the design and development of the BMW X6. Modeled on the BMWdesign studio in Munich where the world's first sports activity coupe wasconceived, the interactive piece will be available at:
http://www.bmwusa.com/Standard/Conte...re.aspx#studio
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