An all-wheel drive system like BMW xDrive shows its strengths best off the beaten track: Ice, snow and mountains are his element. A roadshow for the launch of the new BMW X3 and the Reveal of the BMW X2 will give the participants the opportunity to experience it first-hand. Everyone should have the opportunity to put the new BMW X3 through its paces - whether in ski resorts or in the industrial area.
On A Mission - The BMW Generation X Tour
- Active Roadshow (Mission Drive and Mission Parcours)
- 12 locations in 6 countries (Austria, Poland, Slovenia, Slovakia, Czech Republic and Hungary)
- 56 event days
- Over 4,000 participants
If people cannot go on their own mission in ice and snow, the mission comes to the people. The BMW Generation X Tour stopped at a total of twelve locations in Central and South-eastern Europe, attracting a great deal of attention to the BMW xDrive theme in the target groups.
The heart of the roadshow was the brand-adequate, specially designed Mission Base, the participation of which fully immersed the participants in the Generation X Tour. The flexible Cube, based on a roadshow truck, had a strong winter and product connection to the BMW X3, could be assembled and disassembled within a very short time and was particularly suitable for extreme conditions due to its compact design. In addition, it contained a cleverly integrated Closed Room, which provided an exclusive view of the new BMW X2.
In breath-taking mountain scenery on snow-covered mountain and forest roads, the participants experienced the BMW X3 on and off the road during the Mission Drive, while proving their driving skills and testing the technical highlights of the vehicle on the Mission course - and at the same time fulfilling their mission.
The Hybrid Web App took the participants on the mission, gave important information for preparation and always stayed by their side: What is my mission? How many points have I collected? Who do I want to share video and photo highlights with? Points generated by Test Drives were collected in the personal user account and displayed in real-time in the ranking. Pictures and videos of the mission could be viewed in the portal and shared directly with friends from there.