BMW’s Big Outdoor Driving Game Stuck in First Gear

What's the real value to the brand?

People seem to like this South African effort for the BMW 1 Series that lets consumers play a racing game with cars projected on outdoor boards and buildings. Well, I'm waving the yellow flag on this one. Though it's being hailed as a fun bit of brand interaction, it seems like the players are interacting more with Samsung Galaxies (used as steering wheels) than BMW cars. (Maybe those tablets are the ultimate driving machines!) The whole thing plays like an outsized arcade game that distances folks from the experience of driving a BMW on real roads under normal circumstances. The fact that people get no feel for the actual cars—just a temporary gameplay buzz as meaningless as that BMW fan page on Facebook they'll never visit again—really drives me up the wall.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.