In Spring 2009 this piece was distributed at a 3-Series Drive Event. There were dozens of participants, all of whom received and proceeded to engage with the scratch card. They also filled out a questionnaire upon exiting the event: 97% noted they understood the availability of a product to help them manage the cost of BMW ownership (At previous drive events where this piece didn't exist, number averaged below 20%). As a result of the entire experience (the drive and the scratch card), over 92% who considered purchasing a vehicle stated they would consider a BMW over the next 6 months.