Back to blog index

Image of the Week: How Many Breakdancers Can You Fit in a BMW?


Seven, if it’s the BMW 2 Series Gran Tourer! 

A troupe of breakdancers spinning out of the new BMW 2 Series Gran Tourer was just one of the unconventional ways used by MCI brand Hagen Invent to engage journalists in the BMW 2 Series Gran Tourer International Media Launch 2015.

Hosted in the historic old town of Zadar, Croatia, earlier this year, this decentralized media launch revolved around the staging of the vehicle and its main product features in three temporarily built-up living environments, which were harmoniously integrated into the historic old town of Zadar.


An award-wining experiential launch 

Hagen Invent recently took Gold in the Galaxy Awards Special Events Automotive and Silver in the category PR Product Launch for their work on this inspiring press event which purposefully broke with familiar press event routines, involved the general public, imaginatively integrated the destination while perfectly positioning and staging the core features of the BMW 2 Series Gran Tourer.

Check out the video of the award-winning event:

Find out more

Contact us on to find out how we can turn your press event into an exciting experiential campaign.

File Download



To complete your download, please complete the short form.

Suggest a blog Topic


To suggest a topic, please complete this short form.

Get the MCI Live Monthly

Get the MCI Live Monthly

Sign up and join 1000s of event professionals receiving our news and insights straight to their inbox. And get exclusive first access to our latest reports and white papers as they are released.

To sign up to, please complete the fields below

We will send you no more than one email per month, with a summary of the best blog articles from the past month, and links to our latest white papers and reports as they are published.

Send a message


To email the author, please complete this short form.