自2006年起，BMW M陆续在中国市场发布新车，但从未有过正式的M品牌推广活动。只有少数BMW车主和汽车爱好者了解M品牌。2010年，一切自此发生改变。BMW M3 25 周年限量珍藏版绝非等闲，它是令人望尘靡及的传奇，它是赛道上的王中之王。针对它的上市，一场秘密行动正在部署。
8月16日：德国纽博格林，监控摄像机拍到了这只神秘的集装箱。内有何货物尚不为人知。这组悬念视频公布在一个网址为beastinside.cc的匿名网站，充满噱头的网络广告进入各种网络媒体。8月23日，神秘集装箱运抵中国北京。第二支视频被投放在40个论坛和24个网络平台，公众议论热度继续攀升。8月26日，猛兽暗夜出逃。而在随后的8月29日，在这次上市推广活动的最高潮时分，BMW M3 25周年限量珍藏版公诸于众。在声势浩大的新车发布现场，这只猛兽冲出集装箱，向人们展示它与生俱来的汽车运动基因。
在两周半的时间里，共有83万人浏览了beastinside.cc官方网站。在上市推广活动启动的第一周，共有96万人观看了悬念视频。超过580万人通过网络获悉此事件。30辆专为中国市场打造的BMW M3 25周年限量珍藏版，2周内全部订购一空。而这只是开始……M不仅登上舞台，也深入公众的脑海。
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