BMW is featuring American supermodel Gigi Hadid in a marketing campaign to support the launch of the new M2 Coupe.
She appears in a short film called “Eyes on Gigi”, created by film producer and screenplay author Marc Forster, who directed films such as “James Bond – Quantum of Solace”, “Monster’s Ball” and “World War Z”.
The mini-movie has been posted first exclusively on YouTube and Facebook but will show up elsewhere as the campaign gathers momentum. It invites viewers to play a very different kind of “shell game”: The film starts with supermodel Gigi Hadid climbing into one of three parked BMW M2 Coupes; from then on, the viewer tries to keep track of Gigi and her BMW M2 Coupe.
Within a short space of time, two more BMW M2 Coupes join in and a fast-paced vehicle choreography begins – making the task virtually impossible.
At the end of the racy-pacey movie, the BMW M2 Coupes come to a halt and the viewer has to identify in which car Gigi Hadid is. The one-shot stunt – captured in a single uncut tracking shot – was filmed at an airfield in California’s Mojave Desert under the direction of Oscar-winning cameraman Mauro Fiore (“Avatar”, “The Equalizer”).
The interactive resolution of the game takes place on the campaign microsite EyesOnGigi.com, where the viewer can also follow the fast-paced vehicle choreography from a 360-degree perspective.
“Eyes on Gigi” is the first time the top model from Los Angeles has officially worked with an automobile brand.
Hadid remarked: “BMW is such an iconic brand. The fact that I get to be the face of this campaign is definitely a career highlight for me. The M2 is such a cool, fun car.”
The digital spot kicks off an integrated campaign for global rollout through TV, digital, social media and CRM channels. BMW hopes to benefit from Hadid’s strong social media presence. With 16.1 million subscribers on Instagram, nearly 1.9 million followers on Twitter and approximately 2.6 million fans on Facebook, Hadid is extremely successful in this area.
If the player picks the right BMW M2 Coupe, the campaign’s sophisticated digital architecture leads into the digital BMW M2 Coupe showroom of the BMW sales company in the player’s country.