The name BMW brings to mind luxury cars, driven at high speeds by well-dressed individuals. James Bond, for example, has driven several different models throughout the popular film series. However, the automobile company has added a new aspect to what its product can do – create prints on paper.
BMW started a direct mail marketing campaign with its new M6 coupe model at the center of it. Referred to as “The M Press,” the project has the car create unique prints as it’s driven along a track at high speeds. It was done with the help of agency Kirshenbaum Bond Senecal + Partners and the digital printing crew at Classic Color in Chicago.
According to a company promotional video, ink dispensers are placed above the tires and as the car accelerates, the liquid is dispersed onto the sheets of paper, making the “M Prints.” Each is a visual statement about the car’s ability to go from 0 to 60 mph in 4.1 seconds, and are being sent to BMW M6 owners and prospects.
Matt Mullins, chief driving instructor of the BMW Performance Driving School, drove one of the cars that made the prints.
“I’ve driven with Secret Service, I’ve done stunts in movies, but I’ve never driven across paper while spraying ink from my tires, so this will be a first,” Mullins said in the video, which was shot at Blackhawk Farms Raceway in Illinois.
Regardless of what device a company chooses for its printing press, it’s important to keep unique documents protected with laminating sheets. Especially for direct mail marketing campaigns, the images will be sure to withstand multiple handlings if sent through a laminating machine before being dispersed to the public.