BMW's Big Outdoor Driving Game Stuck in First Gear

What's the real value to the brand?

People seem to like this South African effort for the BMW 1 Series that lets consumers play a racing game with cars projected on outdoor boards and buildings. Well, I'm waving the yellow flag on this one. Though it's being hailed as a fun bit of brand interaction, it seems like the players are interacting more with Samsung Galaxies (used as steering wheels) than BMW cars.

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