Strategy.
Because the target group for the new BMW 1 Series has an affinity for gadgets such as MP3 players and BlackBerrys, Interone developed a mysterious, fictional tool that has a colour display, plays DVDs and saves energy. It was meant to represent the wide variety of product features found in the BMW 1 Series, which can be equipped with options such as Bluetooth, passive access or iDrive, making it unique in its vehicle segment. To make the confusion complete, the gadget morphs constantly and changes shape. What the gadget really was was first revealed after the official launch of the BMW 1 Series.
Realisation.
The gadget appeared on Flickr, Google Video and on the website bmw.com. A few targeted blog comments created a buzz that lead to a tripling of the number of visits to bmw.com and generated postings in almost 200 blogs.
