The RAC-owned brand has created a viral racing game called 'Licensed to Thrill' to target its core youth market. It will be hosted on a that will allow BSM to capture data on potential customers.
Visitors will be offered incentives to play the game and send it to friends, including 拢10 off two driving lessons and five hours on an RAC driving simulator for 拢49.
The microsite, developed in conjunction with branding agency Design UK, will be promoted through tie-ups with higher-education body UCAS and the Connexions Card scheme for 16- to 19-year-olds. It will feature on both their websites, as well as the and RAC sites.
BSM has traditionally relied on direct mail and press advertising.
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