Challenge: Broaden the appeal and desirability of the new BMW 1 Series Coupé to progressive and traditional audiences, through the amplification and extension of the launch ATL campaign, to generate quality prospects for the BMW Dealer network.Strategy: Deliver an inclusive, entertainment based online communication that challenged brand perceptions both tonally and behaviourally by allowing consumer generated interactivity.Results: 97,314 consumers click-through from online advertisements to the main campaign microsite. As a result 400 brochure/test drive requests were made, and 3,931 new consumers generated content and opted-in to receive more information from BMW.