BMW Series 1: Collective Voice "ONEWORD" Installations

An interesting use of mixed media and consumer generated content - BMW hosted a series of events in europe (each hosted by a celeb) to roll out the new BWM Series 1. It's called "Oneword". The message trees would start with one word - and users would add their own words using SMS. Those trees were projected on walls, and shown on the web. Not really sure how this sells the car (in fact, i didnt see a single visual of the actual car). But take a look:

Sample video (click here).

Website (click here).

Flickr (click here).