BMW initiated an online augmented reality campaign to promote the launch of the BMW Z4. Inition worked with Dare to create a unique interactive online brand experience supporting the TV campaign in which a roadster is steered across a blank canvas with the tires providing paint trails and colourful ‘expressions of joy’.

Powered by Inition’s augmented reality technology MagicSymbol, users can now create their own ‘expression of joy’ online. Users can test drive a virtual 3D Z4 and record their paint trails via the webcam and upload videos of their creations to YouTube. The augmented reality application is complemented by content on Facebook and YouTube.

Inition's / Dare's BMW campaign was rated number 1 in a run-down of the best AR campaigns. See the run-down for yourself here (we also got the number 6 slot for our Toyota IQ campaign).

Read Revolution magazine's feature "Behind the scenes: BMW's augmented reality campaign" here.

Test drive your own Z4 here.