Just in time for Christmas 2013, BMW enlisted Serviceplan Switzerland to help car fans create quirky "Christmas trees" using its interactive BMW Soundtree. Upon visiting the site, users select a BMW, including the option of new models to be launched in mid-2014, and start the engine. As they press the virtual pedal and the car accelerates, the sound waves it emits form a tree.

Launch the campaign
Published
March 2014
Topics

The Story

Just in time for Christmas 2013, BMW enlisted Serviceplan Switzerland to help car fans create quirky "Christmas trees" using its interactive BMW Soundtree. Upon visiting the site, users select a BMW, including the option of new models to be launched in mid-2014, and start the engine. As they press the virtual pedal and the car accelerates, the sound waves it emits form a tree.

We developed an HTML5 microsite with a BMW Soundtree configurator. Simply by putting the pedal to the metal, users can create Soundtrees, which are shareable via popular social media channels. With rapid prototyping, the prettiest of all 3D Soundtree curves were printed to decorate the BMW showrooms during the holiday season.

The Technology

The Results

Through its innovative, touch-optimized and networked execution, BMW brought some holiday joy to not only Swiss BMW drivers but also fans worldwide.

3

Weeks from idea to live

9K

Soundtrees created and sent

1

Happy team

Launch Date Dec. 16, 2013