In order to highlight BMW’s employee discount program with its partner companies, Mirrored Media teamed up with the automotive giant to present an exclusive experience for team members at several western region companies over the course of two years, including Southern California Edison, First American, San Diego Gas & Electric, and three Oracle HQ locations.The BMW Premier Partner Experience gave guests an opportunity to learn more about, and even test drive, several models from the BMW family.
At each experience, registered employees were able to stop by the activation, located on a large portion of each campus’ parking lot, and become fully immersed in the BMW brand. Guests were given BMW-branded reusable water bottles provided by S’well and were greeted with two standout BMWs displayed on custom platforms. Employees were invited to take a seat inside each car, while BMW Product Specialists were on hand to offer more information and assistance. Guests were also invited to step into the photo booth, which featured a co-branded BMW step and repeat.
A large BMW semi-truck provided a backdrop for the VIP area, which consisted of a premium carpeted lounge covered by a large BMW canopy. This area featured several perks for guests to enjoy, including:
- Gourmet donuts and coffee
- Hint water
- TVs displaying branded content
- White lounge furniture
- Floral decor and planters
- Sound system with music
The highlights of the activation were the three driving experiences where guests had the opportunity to get behind the wheel of one of 13 BMWs for an exclusive test drive in one of three scenarios:
- Accel/Decel: Drivers accelerate rapidly then hit the brakes on a closed course
- Slalom: Drivers hug tight corners between cones on a closed course
- iPerformance Accel/Decel: Drivers accelerate rapidly in a hybrid/electric BMW then hit the brakes on a closed course.
All cars were affixed with BMW Premier Partner Experience decals.
BMW subsidiary, MINI, also had its own footprint within the space, providing a relaxing camping vibe with turf, lawn chairs, and games.