We like this one. A new campaign for BMW aims to encourage PGA Tour golfers behind the wheel of a race-ready M model used “aroma advertising” and in-hotel floor graphics. The campaign comes from Baldwin&, Raleigh, for BMW Golf, the sports marketing arm of BMW of North America, Inc.
One hundred bottles of “15w-50” motor oil-scented men’s cologne were given to PGA players finishing the Deutsche Bank Championship in Norton, Massachusetts over Labor Day weekend. The fragrance was selected to suggest the auto racing experience. Hang tags read: “Do you know what driving 195mph feels like? Well, this is how it smells. Get to the BMW Championship a little bit early to take one of our M cars out for a spin at the Autobahn Country Club.”
Today, two weeks later, PGA pros arriving for the BMW Championship in Lemont, Illinois, will find a pair of skidmarks coming out from under their hotel room bathroom sink, with the text: “Before you hit the course, join us at the track to burn some rubber. BMW invites you to the Autobahn Country Club.”
PGA golfers responding to the invitations will get to drive BMW M cars on a closed track, accompanied by pro drivers Bobby Rahal and Joey Hand, and reaching speeds of 120+ mph.
