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Blast Radius launches the BMW Innovation Drive


A renewed event campaign by BMW Canada helps enthusiasts get behind the wheel of a brand new BMW at one of the three BMW Innovation Drive events happening across Canada this spring. BMW fans will get to experience driving on a closed track, under the watchful eye of Pierre Savoy, BMW Canada’s chief driving instructor.

BMW Canada has hosted BMW Comparison Drive events, pitting their cars against their competitors, but the shift to the Innovation Drive event is new. The goal is to enable potential customers to experience the cars with JOY, BMW’s primary brand value, as they experience real world driving scenarios in a closed track environment.

“You’ll walk out of it with a huge smile on your face,” promises Andrew Scott, Relationship Marketing Specialist at BMW Group Canada. “We believe in the ultimate driving experience. That’s why JOY is such a perfect fit with our brand.”

The BMW Innovation Drive event will showcase the cars and the technology – like the brake energy regeneration in the 550i Gran Turismo.

The online campaign, created by Blast Radius, mirrors that customer-centric experience, with an interactive event microsite that will engage the audience with the vehicles.

A personal video invite from Pierre Savoy is prominent on the site, as well as clips showing off the different components of the Innovation Drive event such as the slalom and hard braking.

“Driving instructors are integral to the events, so we wanted to extend the personal experience with Pierre Savoy with our online audience as well,” says Ursula Green, Blast Radius Client Director.

After the live events, the BMW Innovation Drive web site will also serve to showcase the participants’ photos and videos, giving them the chance to share their joy with friends and family virally.

A post-event strategy is also being planned for the first time, which will extend the sense of community and help the drivers share their experience with each other.

“It’s not about driving a car,” says Scott, “it’s about experiencing JOY. This campaign – as well as the events – reflects that.”

The BMW Innovation Drive events will take place in Vancouver (May 7-9), Montreal (May 28-30), and Toronto (June 11-13 and 18-20).

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About Blast Radius
Blast Radius is a strategic interactive agency focused on a new approach to marketing that advocates moving away from interruptive marketing and toward strategies that engage consumers and create open brands. With offices across Europe and North America, Blast Radius’ clients include Microsoft, Starbucks, EA, Nike, Nintendo, Nokia, and BMW.


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