Earlier this year BMW set out to find a BMW Ultimate Driver, the winner gets to test drive every new BMW that gets released in 2014.
To participate you had to take part in virtual lap to test your driving skills and racing instincts. You could enter via Facebook, or on your mobile through watching trailers in the cinema.
Over 7,000 people applied, but the top 40 were asked along to Bedford Autodrome for a day of grueling challenges in the all new BMW 2 series. The day consisted of head to head gymkhana style battles, 0 – 60 – 0 stopping in a marked bay, drifting and of course an entire lap of the autodrome.
Along the way the drivers were coached by real racing drivers, one of them being Bradley Philpot who we have previously interviewed.
The main hosts for the day were Jake Humphrey and racing driver Andy Priaulx, so the competitors were in safe hands!
As other manufacturers have done before BMW have shown that using social media really helps to get the word out, and more importantly to engage with their target audience. I did actually see one of the trailer type adverts for BMW Ultimate Driver whilst at the cinema…having answered all three questions wrong i thought it was best i didnt take it any further!
The lucky winner was Duncan Smart, he will be flown to Austria to drive the new BMW M3 and M4…we shall wait to see what else he gets to drive now that he is the BMW Ultimate Driver. Lets hope he gets a play in that stunning BMW i8!