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 microsite 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 £10 off two driving lessons and five hours on an RAC driving simulator for £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 BSM and RAC sites.
BSM has traditionally relied on direct mail and press advertising.
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