The first-ever BMW M2 Coupé embodies everything the brand stands for: performance, iconic shapes and sheer driving pleasure – within a compact form.

It is the Ultimate Driving Machine.

Therefore, the launch perfectly qualified for highlighting not only the individual model, but to communicate BMW’s general advantages in driving dynamics to a broader public.

Yet, the BMW M2 is a niche model and not backed up by big media budgets, so how do you reach a globally diverse audience and make them engage with the product AND the brand?

The film references the classic nutshell game. A nut is hidden under one out of three nutshells. Then all shells are moved around quickly to challenge the viewer to keep track of the shell with the nut below.

In our film we replaced the nut with supermodel Gigi Hadid, and with five blue BMW M2 Coupé act as nutshells. Gigi gets into one car and all five embark on a fast-paced, hard-to-follow choreography shot completely as one-take. In the end all five BMW M2 Coupé line up again and the viewer is asked to guess in which car Gigi sits.

The film comes in two versions: as classic video or as true 360° experience. An end tag provides a link to the micropage where users can take their chances.

Two days ahead of the official video launch teaser-posts showed up on Gigi Hadid’s Instagram profile as well as on the BMW Facebook and YouTube channels. Behind-the-scenes footage and campaign material was send out exclusively to affiliated blogs and websites.

On April 14th the two videos went live via Facebook and YouTube: One regular video and one 360° video. At the end of each video the native user interface of both platforms guide you directly to EyesOnGigi.com.

The micropage provides localization and language adaption via IP tracking, has the main videos embedded and offers seamless responsive functionality to most mobile and desktop devices. Through a slick design and intuitive user flow participants can guess in which car Gigi is seated, and see one of five different reveal videos if they are right. Additionally, the site directs to 65 local BMW websites, which offer further information on the BMW M2 Coupé.