-Offers content unavailable anywhere else online for the BMW enthusiast. (Including exclusive documentaries)
They didn't really have much on their website to go off of or much description about this particular interactive experience, but it seemed pretty cool.
In addition tho this there was an iPhone app, which allowed BMW users were invited to peek inside BMW Munich facilities. - I'm sure a lot of people enjoyed this factor especially because they were getting a chance to do something they otherwise would not have been able to unless they were to go to Munich and see the facilities for themselves.