BMW. Enabling Exploration and Insight Through Interactive Event Experiences

BMW is the headline sponsor for a number of major global events, including the PGA European Golf Tour Championships, the Goodwood Festival of Speed and Formula E.

At each event, BMW creates an immersive brand environment where visitors can explore its latest vehicles and technologies — combining product discovery with live, face-to-face engagement.

Within each BMW event village, interactive touchscreen experiences enable visitors to explore the latest models in a clear, intuitive and engaging way.

Rather than relying solely on static displays, the interactive experiences allow visitors to:

• explore vehicle features and technologies at their own pace

• understand differences between models

• focus on aspects that matter most to them

This approach supports early-stage buyer understanding, helping potential customers move from curiosity to clearer consideration.

Designed to reflect BMW’s dynamic and innovative identity, the touchscreen experiences are intuitive and enjoyable to use, enhancing the overall event experience while keeping product exploration front and centre.

The interactive format encourages deeper engagement, allowing visitors to spend more time with the brand and its vehicles in a way that feels natural and self-directed.

Beyond visitor experience, the interactive touchpoints provide valuable insight for BMW.

Every interaction is captured through embedded analytics, enabling BMW to understand:

• which models attract the most interest

• which features visitors explore most frequently

• how engagement differs across events and locations

This insight helps BMW build a clearer picture of customer interests and informs future marketing, product and event strategies.