BMW’s X3 Online Game Reaches Out to Active Audience

NEW YORK BMW of North America has launched an online game that simulates the in-car driving experience of its new X3 compact sports utility vehicle.

The X3 Adventure game (, designed to mirror the active lifestyles of the SUV’s prospective buyers, lets participants test their maneuvering skills on twisty, slick roads. After reaching their destination, they can hop on a bike, snowboard or kayak for off-road action.

The effort aims to reach a new audience—one that values performance and space, but at a lower price point than BMW’s other SUV, the X5.

The 3-D game, developed by Skyworks in Hackensack, N.J., takes into account the physics of the X3, including its weight, the length of its axles and its center of gravity, so that players feel they are actually handling the car in an outdoor environment.

In October, BMW placed surfboard-shaped wireless kiosks in public places to familiarize people with the new car model. Last Wednesday—one of the busiest travel days of the year—the marketer equipped the JetBlue Airlines terminal at New York’s JFK Airport with five kiosks, where passengers could play the X3 game while they waited for their flights.

The Woodcliff Lake, N.J., car maker, whose most recognized Internet push to date is BMW Films, also has teamed up with JetBlue for a sweepstakes. Until Dec. 30, people can visit to enter to win a new X3.

Publicis Groupe’s Fallon in Minneapolis, BMW’s main offline agency, is responsible for the X3’s micro-site.