To underline the campaign around the launch of the new BMW 1 Series, we conceived a daring viral experience that puts people in a unique world which - like the three lines of the new BMW 1 Series - is designed to suit all personalities. Based on the "New BMW 1 Series. Unique" signature, Face City offers people the chance to drive into a world full of visual and audio references that are personal to them.

Launch the campaign
Published
September 2012
Topics

The Story

To underline the campaign around the launch of the new BMW 1 Series, we conceived a daring viral experience that puts people in a unique world which - like the three lines of the new BMW 1 Series - is designed to suit all personalities. Based on the "New BMW 1 Series. Unique" signature, Face City offers people the chance to drive into a world full of visual and audio references that are personal to them.

After uploading your photo from a Facebook profile or a webcam, you dive immediately into the Face City adventure: guided by the new BMW 1 Series and to the rhythm of you own music (automatically selected according to the musical tastes published on your Facebook profile), a new city with familiar lines emerges out of the ground... The car travels between the streets before rising above the clouds in order to reveal a satellite-view of a city built to your own facial features. Once revealed, this unique city can be explored indefinitely.

The Technology

The Results

On the first month, there were 300,000 visits and 390 Face Cities created and shared.

420

total cups of coffee drunk

60

total hours of missed sleep

7

members working on this project

Launch Date Oct. 4, 2011