BMW has gone to the birds for the latest extension of its “Innovation” campaign.

The car co, with its media agency Media Experts and creative agency Cundari, have taken a typical OOH billboard one step further and added Twitter birds to illustrate the in-car social media functionality of its BMW Connected App. The app displays Twitter posts like a newsfeed on the iDrive screen with users being able to have them read aloud using the test-to-speech function.

Marc Belcourt, brand manager, BMW group Canada, tells MiC the idea to bring Twitter boards onto its billboard in Toronto near the Don Valley Parkway came from Cundari.

“The integration of Twitter with the car allowed us to have a little bit of fun,” he says. “This is a very innovative, fun and memorable way to communicate our latest smartphone integrations.”

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