BMW M3 ALMS racers receive 2010 “Joy” livery
BMW is taking its “Joy” marketing campaign all over the world. After scoring some big wins with it in Europe, the company has introduced it to North America.
But the campaign won’t be focused on just ads or billboards, as it will also be displayed on the 2010 livery for the two BMW M3 race cars that the Rahal Letterman team will be running in the American Le Mans series of races.
The team currently has two BMW M3 track cars: #90 will be co-driven by Joey Hand with Dirk Müller while #92 will see Bill Auberlen and Tommy Milner share driving seats. This year will also mark the 35th anniversary of BMW’s American presence, as well as 35 years from its first victory in North American racing, at the 12 hours of Sebring event, back in 1975.
Source: BMW
Post tags: Tags: american le mans, BMW, bmw-m3, joy is bmw, livery, Motorsport
I really like the way BMW is pulling off this campaign. They’re really managing to create relationships, which is the most important part of a communication effort.