BMW eDrive

Universal McCann capitalized upon Microsoft technology using the Xbox with a second screen component to extend and bring to life their branded entertainment campaign. By extending control to a secondary, enhanced, connected tablet experience, the mobile device was used to augment the content being viewed via the Xbox on a living room, full size screen. The tablet allowed for control of the main screen content, while simultaneously providing access to behind the scenes content and an exploration of BMW’s hybrid prototype vehicles.

This product was debuted at the Cannes Festival in France 2012.