BMW M's 'M Town' aims to tap the power of online communities by designing its own branded social platform, encouraging 'citizens' to interact, share original videos and purchase exclusive merchandise

BMW M, a subsidiary of German car manufacturer BMW, is building off of a successful campaign from the previous year called “Too Much.” On September 7, the company launched a new online campaign with the motto, “Welcome to M Town, where too much is just right,” M Town being essentially a social and digital communication platform for BMW M fans.

Car fans can register as a citizen of M Town on bmw-m.com and create their own digital BMW M Pass to share their emotional experiences with other ‘citizens.’ The site features original videos, exclusive merchandise and other offers to build a community. Additionally, there will be “M Town” events around the globe to bring people together in real life.

This digital campaign is part of BMW M’s play in the high-performance and performance segment. The brand hopes that this development will give it the opportunity to grow its brand loyalist base.

BMW M Town

BMW M, a subsidiary of German car manufacturer BMW, is building off of a successful campaign from the previous year called “Too Much.” On September 7, the company launched a new online campaign with the motto, “Welcome to M Town, where too much is just right,” M Town being essentially a social and digital communication platform for BMW M fans.

Car fans can register as a citizen of M Town on bmw-m.com and create their own digital BMW M Pass to share their emotional experiences with other ‘citizens.’ The site features original videos, exclusive merchandise and other offers to build a community. Additionally, there will be “M Town” events around the globe to bring people together in real life.