BMW, not shy in “making a mark” with their brand and advertising campaigns, developed a direct mail campaign to show their customers the capabilities of the new M6 series.
Highlighting the 0-60 in 4.1 seconds, they turned the BMW into a printing press.
The M6 was installed with a system that sprayed the wheels with thick black ink when a leaver was pushed. Experienced driving expert Matt Mullin, drove over long stretches of sheets of paper that were laid out on the raceway.
BMW sent out 15,000 unique direct mail pieces to M6 fans and leaving an impression on those who received the mailer. BMW shows us that direct mail can be personal, creative, and so much more than a piece of paper.
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