Baldwin& created a campaign targeting PGA golfers arriving to compete in Carmel, Ind. from Sept. 6 to 9, inviting them to take a BMW M car through a closed Indianapolis Motor Speedway racecourse. On entering their hotel room, the golfers will see on the ceiling over their bed a near-black, 2 by 3 foot poster of a BMW M car. In the dark, the headlights glow neon green and the words "Don't count sheep. Count RPMs," appear, followed by the instructions, "To reserve your spot at the BMW M driving experience, visit the BMW hospitality concierge."
They can also turn on the hotel TV's relaxation channel, where they can hear a soundtrack of idling and revving BMWs, over a static image of the M car dashboard.
Previously, BMW and Baldwin& have targeted PGA golfers with a personalized eau de cologne smelling of motor oil, inviting them to a racetrack event, skid marks on their hotel room floor, and helmets on their mirrors. Check it out on Creativity -Online.com and follow @creativitymag on Twitter for more great work.