BMW’s perfect race across Europe

BMW has recently launched a sophisticated advergame called PACE - Pursuit Across Europe. You can also define it as an interactive movie, where you play the leading role driving the car. It is very beautifully designed and developed by Interone Worldwide and Artificial Duck. The gaming experience is also quite immersive.

I must say that I’m a pretty bad driver, as I didn’t manage to drive for long, but I definitely enjoyed the experience, even if sometimes it misses some “skip” buttons when you play it for the second time. The videos animations with the penciled effect are just so, so… beautiful, and the great soundtracks is the cherry on the cake. Great site, stylish and with that touch of perfection which makes so, so… BMW.

Last but not least, from a marketing perspective, I appreciated the fact that the first stage is open to everyone but if you want to continue the pursuit, modify your vehicle and face new challenges, you need to register. Smart.