BMW M Drive

This custom driving experience gave BMW and Marvel fans the chance to test drive an M4 Cabriolet from the comfort of their own home.

Participants took control of a real vehicle via livestream on mobile or desktop and navigated through a custom Unity racecourse, seeing their movements in the virtual world translate to real world movement, like the steering wheel and the, in addition to dynamic AR overlays on the dashboard, windshield and rearview mirror.

Created to learn more about the vehicle and drive leads for dealerships, Operation M Drive blew past all KPIs at record speed.