To celebrate its 100-year anniversary in Russia, BMW treated its customers with the first free of charge exclusive drive on the brand new M11 Highway to the city’s main airport. This simple idea led to an unprecedented guerrilla campaign. On social media when competitors’ owners expressed the desire to get the same benefit, BMW responded immediately with a digital idea that engaged them to get a taste of the BMW exclusive driving experience. Social media posts were converted into printable BMW logo-stickers customisable for every premium car manufacturer’s badge. Customers could simply download these stickers, paste them on their car logos camouflaging their own badges and drive through the BMW reserved toll- booth, absolutely free of charge. By doing so they became a free media channel for BMW.