Screencap from BMW 'interactive' building projection in SingaporeEnlarge Photo
Last month, BMW put together a fairly massive stunt: a projection onto Singapore's Suntec City Towers 2 and 3 featuring promos for BMW vehicles, including the automaker's Efficient Dynamics lineup and its new "Joy" theme (which, contrary to popular belief, is not replacing "The Ultimate Driving Machine" as BMW's official tagline). The video clips of the event look great, but the highly touted "interactive" component is hard to find, and even harder to get excited about.
As you'll see in two videos below, the projection used the positions and textures of the two towers to maximum effect, often employing a Logo/building block texture to drive home the point -- as if it was necessary -- that BMWs are toys for big boys. This part of the project is beautiful and spectacular and frankly, we love it.
The event's interactive element, however, is far less dazzling: in a nutshell, those nearby were allowed to text messages to a special number, and after those messages were screened by a panel of censors -- Singapore is a city that bans chewing gum, just imagine how they treat profanity -- they flashed up on the wall in bland Arial text. It's the equivalent of having "Hi, Mom!" posted on the JumboTron at a baseball game: not so exciting.
Interestingly, the stunt was put together by the Singaporean outpost of Publicis -- the same agency Chevrolet kicked to the curb after a less-than-one-month fling. GM hasn't come forward with details about the Publicis dismissal, but we know that social media is a weak link in GM's otherwise formidable marketing armor, so given that, and given this stunt, maybe Publicis needs a brush-up on the concept of interactivity. Not that anyone asked us.
Anyway, here's two clips of the stunt in action. The interactive is such an afterthought, it doesn't even show up in the first clip, but it's there in #2.