BMW creates buzz for new Z4 Roadster with iPhone game

March 16, 2009

Deep sea blue, turbine styling 292

Luxury automaker BMW turned to mobile to launch its new BMW Z4 Roadster.

The German company introduced the Z4 Roadster to auto enthusiasts with a new application for the iPhone. The car was launched a few days ago at the Geneva Auto Show.

The application, titled "An Expression of Joy," is part of an advertising campaign of the same name.
Created by Artificial Life, the app lets iPhone users explore, customize, create and virtually drive the Z4 Roadster.

Players can draw using the wheels of their car by choosing different colors of paint. This way, their tire tracks create drawings as if creating brushstrokes on a canvas.

As the game is designed, players will feel as if they are actually behind the wheel of a BMW, cruising and creating art in an "expression of pure driving joy," as the company puts it.

Surreal ride

The game is free in Apple's iTunes store. Consumers should have downloaded iTunes software or must have an iPhone or iPod touch.

Click here to watch a video of the BMW Z4 Roadster iPhone game on BMW-web.tv.

The video is also available on YouTube by clicking here.

Drivers see it

Editor in Chief Mickey Alam Khan covers advertising agencies, associations, research and mobile marketing issues, as well as column submissions. Reach him at mickey@napean.com.

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