Experiences that engage.


BMW iX/i4 Tour

  • BMW +
  • sparks

The Ultimate EV Experience

Genesco Sports Agency engaged Sparks to support the development and execution of a mobile module for the 2022 BMW all-new, all-electric test drive tour through EV enthusiast-heavy markets in order to expand iX and i4 product knowledge amongst consumers and highlight BMW’s full halo of PHEV vehicles.

The 10-city, 13-stop Western Region tour promoted the new vehicles while educating guests with in-depth iX and i4 product knowledge, giving them the much-anticipated opportunity to take these vehicles for a spin and BYO (build your own) on the spot.


  • Mobile Tour Services
  • Event production
  • Creative strategy & design
  • Digital Interactives
  • Content design & production
  • Fabrication & logistics

Taking the Show on the Road

The sleek 800 sq. ft. all-weather aluminum event-in-a-box structure exuded BMW’s signature look and style and consisted of 3 equal and interchangeable modules: 2 vehicle showcases, hospitality area, technology showcase wall and application, and reception area.

A custom interactive app was developed to engage, inform and educate consumers on each vehicle’s features and regional charging station locations, as well as allow them to BYO. Various tablets in the space allow users to access four different experiences including the i4 Spec Sheet, iX Spec Sheet, EV Charger Map and the BYO Vehicle Configurator.

The flexible space included custom elements to reflect and complement details of the vehicles:

  • 3D side panels that matched the pattern of the grill on the iX car

  • Large static graphic backdrops behind each vehicle

  • Massive 15’X8’ LED wall with animated backdrop vehicle-related graphics and messaging

  • Simple yet modern welcome desk anchored with hedge wall backdrops

  • 2 vehicle display that guests could sit in and interact with

  • Customer app offering interactive access to vehicle finishes as well as a map of charging stations

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