Be what they were not… creative?
I tend not to talk bad about campaigns since there are way too many bad ones I would never finish but once in a while one comes around like this one.
(coincidentally the last time a wrote a bad entry was for another car)
I mean, really, this was the best way to engage, encourage and get me excited about winning a BMW M3?
I leave you with the video and you can decide for yourself, but I think this is a complete fail and a wasted opportunity to create something really cool and different.