This is the German automaker’s interpretation of the shell game

Some of you may be familiar with the shell game, but for those who aren’t, it’s the game that you often see involves three cups and a ball. The game operator places one ball under one cup and then shuffles all three cups before asking somebody to answer which cup has the ball inside it. A lot of us have played it at one point in or lives but BMW is taking the spirit of the game to a new level by having fashion model Gigi Hadid serve as the “ball” and five BMW M2s playing the role of the cups.

The marketing stunt is part of BMW’s new campaign for the M2, although it also feels like the German automaker is also promoting the 20-year old American fashion model. Whatever the case may be, BMW prepared two videos, one your standard video and another in 360-degree interactive mode, showing Hadid in a body-hugging red dress getting inside one of five Laguna Blue M2s. All five M2s then proceed to weave around each other in an effort to confuse viewers. The German automaker then asks viewers to head over to its dedicated website, eyesongigi.comg, where they can pick which M2 the fashion model is riding in.

Seems easy enough, right? Well, if you’ve played the shell game, it’s anything but easy. But you can study the videos really good before you pick your answer. The 360-degree interactive video is particularly useful once you get the hang of how to operate it so you can follow the M2 Hadid is in from the start. For what it’s worth, I went to the dedicated website and picked correctly…on the fifth try.

Yup, I stink at this game and anybody who does play has a 0-percent chance of being worse than me at this.

Why it matters

It’s a fun little game to play if you’ve got some free time on your hands. I mean, the mere involvement of Gigi Hadid already makes it worth watching. But let’s be real here. The main focus is the BMW M2, a car that the German automaker is heavily promoting in the American market as a cheaper alternative to the BMW M4.

For what it’s worth, I don’t need to be convinced when it comes to the M2. For starters, it already packs a nice 365 horsepower and 343 pound-feet of torque out of its 3.0-liter straight six engine. That allows it to sprint from 0 to 62 mph in 4.5 seconds to go with an electronically limited top speed of 155 mph. The numbers are definitely there and the M2’s looks isn’t anything to sneeze at. It has a great combination of BMW design and M performance credentials, but arguably the most important thing about the BMW M2 is the fact that at a price that starts at $51,700, it’s significantly more affordable than the BMW M4’s own starting price of $65,700.

So yeah, the video and the game are cool ways for people to get to know more about the BMW M2. Having Gigi Hadid involved in the marketing effort is also a good idea from an attention-grabbing point-of-view. But like I said, game or no game, the M2 already has my attention for being the performance car BMW intended it to be.


2016 - 2018 BMW M2 High Resolution Exterior
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Read our full review on the BMW M2 here.

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