BMW has enlisted model-of-the-moment Gigi Hadid to promote its new M2, with an interactive 360 degree film that invites viewers to keep track of where she is. That might sound easy, but give it a try and Ms. Hadid proves quite elusive.
The film, which debuted yesterday on YouTube and Facebook, was directed by Tool's Marc Forster, whose movie work includes "Quantum of Solace" and whose previous celebrity ads include an H&M campaign featuring David Beckham. It kicks off with Hadid climbing into one of three parked M2s. After that, the viewer is asked to keep their eyes on where she is, as two more cars join in and the three perform a choreographed automotive whirl. Finally, all five M2s come to a halt and the viewer is asked to identify which car Hadid is in. If the player picks the right car, they are taken to the showroom of the BMW sales company in their country.
The interactive film can be viewed at a microsite, EyesonGigi.com, and will run as a TV ad as well as on social media. It was created by KBS and Serviceplan. It's the first time Hadid has collaborated with BMW and the automaker is hoping it will benefit from her social media presence of 15.2 million subscribers on Instagram and nearly 1.76 million followers on Twitter.