REAL-LIFE SNAKE GAME
The Snake Game, originally an arcade game in the mid 70s, became highly popular when it was introduced on a Nokia phone in 1997. And there it was in the hands of our target audience.
Today, we connect with the now 20 to 30 year olds in their preferred social network: WeChat. Here they can return to their childhood days with a real-life Snake Game, performed by the young and sporty BMW 1 Series – a small premium car capable of sheer driving pleasure.
On the campaign site users can learn more about the car and sign up for a test drive, while the Snake Game of 2015 is shared and played on WeChat for top scores and rewards.
The campaign is supported by on-the-ground activities and dealer events.