Insight
Why spend money on a luxury car? Because owning a BMW inspires the ultimate moments that life is made of.
Manifesto
Life is made up of ultimates.
Ultimate moments, ultimate dreams, ultimate wins.
One ultimate decision can change the course of everything.
The world is looking at us to make a move.
To innovate.
To be intrepid and bold while remaining fiercely elegant.
To uphold the legacy that paves the road for our future.
The thrill of greatness drives our success.
We are inspired to perform for your ultimate enjoyment.
Phase 1: The Ultimate Thrill
Phase 2: The Ultimate Thrill
Social
Users are encouraged to share their ultimate thrills using the hashtag #theultimatethrill. Winners with most amount of likes get to play M Mixed Reality - a VR racing experience to drive one of the fastest cars on the planet. This becomes a rotating exhibition in major cities - New York, Dubai, Paris, Tokyo, etc.
Link on Instagram page takes you to YouTube page where you can create an “ultimate thrill” video using clips featuring the M Series.
Phase 3: The Ultimate Destination
App
QR code take users to the BMW app where owners can pin their ultimate destinations to ride: lookout points, racing spots and secret weekend getaways. Saved locations on the map sync to the car’s navigation.
Phase 4: The Ultimate Design
In 2021, BMW presented The Ultimate AI Masterpiece that turned an 8 Series into a work of art. In this challenge, users design their own art car via the BMW app. The winner’s design is featured on the BMW website, all social channels and at India Art Fair - an annual exhibition of which BMW is a presenting partner.
