In times of Corona, a normal vehicle premiere was out of the question. Since the target group also has a high affinity for digital media and Instagram in particular, we therefore moved the launch completely into the digital space. Every Instagram user had the opportunity to place the new M3 or M4 anywhere in the world via augmented reality, start the engine and walk around the car. Whether on Alexanderplatz, Timesquare, the Shibuya intersection or their own driveway. Over half a million users in the first 24 hours - there have probably never been so many vehicle viewings at a vehicle launch before!