# BMW’s Ultimate Driving Experience: Elevating Test Drives Across 25 U.S. Cities

> NextMe partnered with Octagon to elevate the test drive experience at the BMW Ultimate Driving Experience across 25 U.S. cities.

Source: https://nextmeapp.com/case-studies/octagon/

![A BMW sedan on the test drive course at BMW’s Ultimate Driving Experience](https://nextmeapp.com/_astro/bmw-ultimate-driving-experience-track.Dp467DFj_cIklw.webp)

[Case studies](https://nextmeapp.com/case-studies/) · [Events](https://nextmeapp.com/case-studies/?industry=events)

[BMW’s Ultimate Driving Experience](https://driving.bmwusa.com/ude?token=bmwusa) is a nationwide tour designed to showcase the brand’s latest innovations, with a strong emphasis on their newest electric vehicle (EV) models. As BMW accelerates its EV strategy, these events provide a unique opportunity to educate and excite potential customers about the future of electric mobility, all while delivering the premium experience the brand is known for.

![Octagon](https://nextmeapp.com/_astro/octagon.QHBUGrRj_uhbOu.webp)

-   **Octagon** Client
-   **Events** Industry
-   **January 29, 2025** Updated

Key outcomes

-   **26%** increase in test drives

## The challenge

Given the high demand for test drives, managing attendee waitlists efficiently was crucial to keeping the tour running smoothly. To support this effort, BMW and their marketing agency, [Octagon](https://www.octagon.com/), partnered with NextMe to optimize waitlist management across 25 cities throughout the U.S.

With the shift toward electrification, BMW sought to maximize test drive opportunities for their latest EV models while maintaining a seamless customer experience. As the tour moved from city to city, the influx of attendees made traditional event registration and long lines onsite impractical. Exhibitors and brand ambassadors needed a scalable, tech-driven approach to manage attendee flow efficiently without sacrificing engagement.

![Attendees lined up for test drives at BMW’s Ultimate Driving Experience](https://nextmeapp.com/_astro/test-drive-line.CHqVDeAy_Z1GMliI.webp)

Photos courtesy of BMW.

## The solution

NextMe implemented its digital waitlist management system, enabling brand ambassadors to organize and notify attendees about their test drive status in real time. Through automated SMS updates, attendees knew exactly when their turn was coming, reducing uncertainty and frustration. By eliminating manual check-ins and optimizing priority scheduling, BMW ensured that more participants could experience the thrill of their latest EVs firsthand without the hassle of long, disorganized lines.

## The results

-   **26% increase in test drives.** More attendees had the opportunity to experience BMW’s newest EVs, directly supporting their brand’s electrification push.
-   **Higher event engagement.** The seamless digital experience using SMS based virtual waiting rooms kept attendees engaged and reduced walkaways, leading to more meaningful interactions.
-   **Enhanced brand perception.** Providing a frictionless test drive experience reinforced BMW’s reputation for cutting-edge innovation and customer-centric design.

![A BMW electric sedan on display beside a charging station at the event](https://nextmeapp.com/_astro/bmw-ev-charging-display.DO3hMIYI_Z289iad.webp)

> “NextMe replaced our outdated spreadsheet, giving us a seamless on-site waitlist and ensuring no attendee was missed.”

Morgan L.Tour Manager, BMW

## More event case studies

-   [NextMe Powers the Visit Anaheim Gifting Suite at Connect Marketplace with Cultivate](https://nextmeapp.com/case-studies/visit-anaheim/) — Events · NextMe ran the Visit Anaheim gifting suite at Connect Marketplace, serving over 900 hosted buyers with 84% retention and turning the wait into brand time.
    
-   [NextMe Powers the Virtual Queue for The Shop at Fanatics Fest NYC 2026](https://nextmeapp.com/case-studies/the-shop-at-fanatics-fest/) — Events · See how NextMe ran the virtual queue for The Shop at Fanatics Fest NYC 2026, giving nearly 800 fans their festival time back while staying engaged.
    
-   [How Hello Kitty Cafe Chicago Managed 4,600+ Guests at the World’s Largest Grand Opening](https://nextmeapp.com/case-studies/hello-kitty-cafe-chicago/) — Events · When Chicago police threatened to shut down the world’s largest Hello Kitty Cafe grand opening, NextMe’s hybrid queue moved 4,600+ guests off the sidewalk.