3-D VIRTUAL TOUR OF FIRST-EVER BMW X6 TO ROLL INTO LOBBIES OF BUILDINGS NEAR WALL STREET AS CENTERPIECE OF AD CAMPAIGN

BMW of North America Banking on Dynamic Hologram of World's First Sports
Activity Coupe to Reach Target Consumers in Financial Community
Woodcliff Lake, NJ - April 29, 2008... BMW of North America and its
advertising agency GSD&M Idea City are rolling out a 3-D virtual
vehicle tour to herald the arrival of the first-ever BMW X6. Going
direct to target consumers with a hologram of the vehicle, the world's
first sports activity coupe will be featured in prominent buildings in
New York City's financial district over a four-week period. Employing
patented technology from Dutch advertising company viZoo, the 2008 BMW
X6 will be projected in three dimensions, appearing as a hologram,
inside a ten-foot square, BMW-branded enclosure. Inside the
light-controlled space, an animation suggesting the vehicle's unique
combination of coupe agility and sports activity vehicle versatility
runs on a loop. "Busy finance executives represent an important
sampling of the target consumers for the new BMW X6," said Jack
Pitney, Vice President, Marketing, BMW of North America. "Since
these prospective buyers rarely have time to visit a dealer showroom,
our virtual tour allows them to 'experience' the performance, agility
and utility of the X6 by bringing the showroom to them." An
interactive touch-screen inside the enclosure will allow people to
manipulate the vehicle hologram to view different angles, experience the
interior, explore the vehicle features, and get a sense of the generous
cargo space. "The BMW X6 doesn't look like anything BMW has
ever produced - you have to see it to believe it," said Duff
Stewart, President and COO of GSD&M Idea City. "Our goal was
to put this amazing vehicle in front of its best prospects and stop
them in their tracks." The BMW X6 virtual tours will be open in
each New York City location on Monday through Friday during regular
office hours, and will be staffed by brand ambassadors during peak
times. The building locations and dates are as follows: * World
Financial Center (225 Liberty St.) from April 21st - April 25th * 245
Park Ave. from April 28th - May 2nd * 1 Liberty Plaza from May 5th -
May 9th * 1 New York Plaza from May 12th - May 16th. A media
partnership has been forged with CNBC-TV to help further the BMW X6's
reach among members of the financial and business community. On the
television news network, the new BMW X6 will drive across the top of
the screen as part of a reverse stock ticker - a first for any
advertiser. Additionally, BMW is the first automotive company to
sponsor a taping of CNBC-TV's "Power Lunch," on location
recently at The Four Seasons Restaurant in New York City, where
real-life power lunches take place everyday. The new BMW X6 was on
display. On the West Coast, a media partnership with Variety will
introduce the BMW X6 to target consumers in the entertainment industry
as part of the latest installment of the "10 to Watch"
series, "10 Innovators to Watch," in both print and online
editions dated May 5th. To extend the partnership with the leading
entertainment industry trade, BMW will join Variety in supporting the
Consumer Electronics Association's Digital Hollywood Conference in Los
Angeles from May 5th-8th. BMW will be the exclusive automotive
sponsor of the conference, will stage an X6 display in front of the
conference venue and, along with Variety, a Digital Hollywood media
partner, will host a "10 Innovators to Watch" panel
discussion followed by a cocktail party. Aggressively styled print ads
telegraph the attitude of the new vehicle with bold taglines like
"Coupe's evil twin" and "What is it? What isn't it"
set in a heavy typeface. The ads will appear in April, May, and June
issues of national business/financial, lifestyle and automotive
enthusiast magazines, including: Forbes, The Economist, Condé
Nast Portfolio, Robb Report, The New Yorker, Cigar Aficionado,
Automobile, and Road and Track. A national cable television spot,
directed primarily at viewers of business, news and sports networks,
supplements the campaign. The 30-second piece, entitled
"Clay," shows a lump of clay morphing between a variety of
vehicle shapes, evoking the BMW X6's performance-based roots, until
finally landing on the distinctive form of the sports activity coupe.
The clay model is replaced by a Vermillion Red Metallic BMW X6, and a
voiceover says, "The coupe has been reshaped. The all-new BMW
X6." The spot will appear on such national cable television
networks as Bloomberg, MSNBC, CNBC, CNN, Fox News, ESPN, NFL Draft on
NFL Network, The Golf Channel, NBA Playoffs on TNT, and the Speed
Channel. Other highlights of the comprehensive ad campaign for the 2008
BMW X6 include: * Spots on the Captivate Network, which delivers news,
entertainment, and advertising to digital screens in the elevators of
premier office towers in North America's top 23 markets. * A specially
designed BMW X6 web site for Apple iPhone users, and the ability to
drive information direct to other "smart phone" devices in
response to a text message inquiry from the user. * A prominent banner
ad on the Bloomberg Terminals relied on by members of the financial
community for real-time and historical stock information. * A BMW
sponsorship of Morningstar.com's premium subscription content that will
make it available to users free of charge from April 29th - June 7th,
and will feature an animated BMW X6 that will drive across the screen
when users submit stock information inquiries. * An online presence
through financial page takeovers of business and financial web sites
like LinkedIn.com, Forbes.com, TheStreet.com, and Morningstar.com.
Also, online creative will appear in Variety.com and select in-market
automotive web sites. * Airport billboards that proclaim "After
you land, fly" and "The goose bumps begin at deplaning"
are slated to appear in 15 airports covering 10 domestic markets. A
virtual design studio tour on the BMW web site will allow visitors an
inside look at the design and development of the BMW X6. Modeled on
the BMW design studio in Munich where the world's first sports activity
coupe was conceived, the interactive piece will be available at:
http://www.bmwusa.com/Standard/Content/AllBMWs/FutureVehicles/X6/X6TeaserExplore
.aspx#studio BMW Group in America BMW of North America, LLC has been
present in the United States since 1975. Rolls-Royce Motor Cars NA,
LLC began distributing vehicles in 2003. The BMW Group in the United
States has grown to include marketing, sales, and financial service
organizations for the BMW brand, the MINI brand, and the Rolls-Royce
brand of Motor Cars; DesignworksUSA, an industrial design firm in
California; a technology office in Silicon Valley and various other
operations throughout the country. BMW Manufacturing Co., LLC in South
Carolina is part of BMW Group's global manufacturing network and is the
exclusive manufacturing plant for all Z4 models and X5 Sports Activity
Vehicles and the upcoming X6 Sports Activity Coupe. The BMW Group
sales organization is represented in the U.S. through networks of 338
BMW passenger car centers, 335 BMW Sports Activity Vehicle centers, 142
BMW motorcycle retailers, 82 MINI passenger car dealers, and 30
Rolls-Royce Motor Car dealers. BMW (US) Holding Corp., the BMW Group's
sales headquarters for North, Central and South America, is located in
Woodcliff Lake, New Jersey. Information about BMW Group products is
available to consumers via the Internet at: www.bmwgroupna.com
www.bmwusa.com www.bmwmotorradusa.com www.miniusa.com
www.rolls-roycemotorcars.com # # # Journalist note:
Information about the BMW Group and its products is available to
journalists online at the BMW Group PressClub at the following address:
www.press.bmwgroup.com. Broadcast quality video footage is available
via The NewsMarket at www.thenewsmarket.com. # # # About
GSD&M Idea City Through 36 years of helping grow some of the world's
most successful brands, GSD&M Idea City has become a leading
national marketing communications and advertising company using the
power of Purpose-based Branding and Dynamic Collaboration to create a
destination for visionary ideas that make a difference for our people,
our clients, our country and the world. For more information, go to
www.IdeaCity.com. GSD&M Idea City is part of Omnicom Group, Inc.
(NYSE: OMC) # # #