On August 1, 2014, the first-ever BMW M4 was “initiated” into the BMW family by drifting through a one-of-a-kind racecourse built entirely of enthusiasts’ BMWs.

Over 30 BMW fans from all of the country volunteered BMW Ms from every generation to be part of this exclusive experience. Formula Drift Champion, Chris Forsberg, then drove the M4 through a course in the shape of the M logo; all in front of the nervous owners.

BMW released a :15 teaser to 160 members of the press during Pebble Beach on 8/14. It was then emailed to the participants and posted on @BMWUSA social channels the next day. After the release of the teaser video, BMW posted three teaser tweets promoting the 8/20 launch of the full video. On 8/20 the final video was emailed to participants and then posted on @BMWUSA's YouTube channel.

The email that launched M Initiation had a unique open rate of over 15% above average and the click-through rate was twice the average. Every major auto publication featured the M4’s launch and BMW fans inundated their social media channels. The final M Initiation video amassed over 6 million views on YouTube, making it BMWUSA’s highest-viewed video of all time.