This document provides examples of digital work and apps created for automotive brands between 2001-2011: - The BMW Hire film series used online marketing and branded content. - The Fiat Eco:Drive app mined driving data to suggest efficiency improvements. - Apps allowed owners of Ford Focus Electric and Nissan LEAF cars to monitor and control their vehicles remotely. - Other apps engaged users through games and contests or allowed them to share car content on social media.

1. Digital work for
automotive brands
A retrospective

2. A series of films by acclaimed directors, lauded
BMW The Hire film series (2001) for the juxtaposition of online marketing and
branded content.

3. A desktop app and an in-car USB port mine driving
Fiat Eco:Drive (2008)
data to calculate efficiency and suggest how to
AKQA reduce costs.

4. Toyota Lexus L Studio (2008) An online entertainment channel connecting
Team One lifestyle content with the Lexus brand.

5. This app allows Ford Focus Electric owners to
MyFord Mobile app (2010)
monitor and control their car at a distance.

6. This app reads street signs as if they are QR codes,
Fiat Street Evo app (2011)
relating the sign to a feature in the Fiat Punto Evo.
Leo Burnett Iberia Some signs have a prize element as well.

7. This app allows car owners to control and
Nissan LEAF Carwings app (2011) monitor information about their car. Non-owners
can try the app in demo mode.

8. At the Amsterdam AutoRAI show, RFID-
enabled passes allowed users to log in and
Renault’s RFID Facebook card (2011)
post an image of the car directly to their
Facebook page.

9. BMW Activate the Future (2011) Four documentary films about the future of
mobility and an iPhone app, to support the
MDC Partners
launch of the BMW EVolve.

10. After downloading the Augmented Reality
Volkswagen print ad using AR (2011)
app, users could ‘test drive’ a Volkswagen
TRY & APT, Oslo within a print ad.

11. Using LinkedIn’s API and as a collaboration with
Volkswagen Passat Linkeduit (2011)
LinkedIn, users can compare each other’s
Achtung, Netherlands profiles to see who is ‘full of themselves’ (the car
being ‘full of features’). The winner gets a Passat.

12. Uses webcam detection to allow viewers to draw
Nissan Create Your Terrain (2011)
out their own terrain offline, which the VW
TBWARAAD, Dubai conquers online.

13. Range Rover Evoque Being Henry (2011)
‘An interactive film about choices.’
The Brooklyn Brothers, London

14. ‘City shapers’, well-known
Range Rover Evoque Pulse of the City Project (2011) residents in different cities,
The Brooklyn Brothers, London speak about what they like
about their urban surroundings.