Just in time for Christmas, BMW Switzerland presented its customers and partners with a very special gift: the perfect Christmas tree – called BMW Soundtree. This is a Christmas tree created with the help of BMW engine sounds. Every BMW model has its own unmistakeable sound – meaning there is a corresponding and distinctive BMW Soundtree too.
For this Christmas surprise we didn’t use just any BMW models, but the engine sounds of new products such as the BMW 2 Series Coupé and the BMW M4. Sound graphs were recorded in an audio studio and then rotated 90 degrees to produce a BMW Soundtree.
These special trees adorned the BMW Christmas mailshot and were also an enormous hit at the www.soundtree.ch microsite where, with the help of a virtual accelerator pedal, everyone could create their own tree and then share it with friends and family via social media.
A fantastic bonus was that the BMW Soundtrees made a sustainable, brand-appropriate decoration for showrooms: with the help of Rapid Prototyping, a 3D model could be printed and put up.
Test drivers and VIP customers of BMW also received a special present: a 3D mini Soundtree model of the engine sound of their tested/own BMW model.