这可能是中国最成功的病毒广告活动之一。BMW携手中国顶尖互动广告公司Interone，打造了这一充满话题性的创意。
八月中旬，BMW在社交媒体上发放了一组视频及图片，披露了在中国西北戈壁上新近发现的一个巨型怪圈。
杂志、报纸、社交平台甚至国家级及国际媒体都争相报道了这一奇异现象，许多人更将之与UFO等现象联系起来。
当这则新闻快速流传，最终成为一个热点话题时，BMW又发布了一段高质量的品牌视频，将真相公诸于众：原来怪圈是由一群创意青年驾驶BMW 1系轿车制作出来的。 这次广告活动传达了1系这款后驱轿车精准而灵活的驾控性能，以及1系“独具1格”的品牌精神。
BMW成功撬动了公众的关注，进而发布了另一则招募视频，招募公众参与一次驾驶挑战赛。结果，BMW收到了排山倒海般的申请。
全部6条视频共吸引了1800万次点击，使BMW登上社交网络话题之巅。
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