Showtime for the new stars of the BMW M Series! Las Vegas, the entertainment capital of the world, offered the perfect set-up for a special product launch with lots of dynamism and energy, light and glamour. We used these characteristics for an extraordinary staging that really showed off the power of the new BMW M models.
HIGH. SPEED. POWER. LIGHTS. – BMW M Power Experience. Once a year, BMW and BMW M customers have the exclusive opportunity to take part in the “BMW M Power Experience”. In Las Vegas, the event focused on the BMW X5 M, the BMW X6 M and, as a special surprise, the BMW M6 with 600 hp awaited the guests. For the launch of the new BMW M models, the destination Las Vegas was interpreted as a city of lights. For this purpose, a large image was created on a parking garage deck above the legendary Strip, which combined the characteristics of the brand, the products and the destination of Las Vegas, and which reflected the motto “HIGH. SPEED. POWER. LIGHTS.” embodied. With a sophisticated dramaturgy, light and LED media show as well as specially composed sounds, the two new vehicles presented themselves surprisingly and powerfully in front of the perspective of an artificially created world in the foreground and the glittering, real Las Vegas panorama in the background. As an additional, surprising highlight, the new 600hp BMW M6 drove onto the set and was thus given a sensational stage premiere. The image from the minds had become reality and the participants were eager to test the vehicles themselves extensively on the Las Vegas Motor Speedway and in the “Valley of Fire” the following day.
