BMW Creates A Virtual Place of Yearning for Emotion-Packed Moments

BMW Creates A Virtual Place of Yearning for Emotion-Packed Moments

With the continuation of the “too much” campaign, BMW M Town gives the feeling of high-performance enthusiasts a digital home

Anyone who thought “Too Much” was not enough has come to the right place at “M Town”. BMW M GmbH is continuing last year’s successful “Too Much” storyline with the launch of a new online campaign. From September, the motto will be: “Welcome to M Town, where too much is just right.”

The basic idea is very simple: M Town is a place unlike any other – a place where everyday situations are experienced in their own special way. This is exactly why it is the ideal home for all petrolheads and horsepower enthusiasts and embodies the identity of the global BMW M Community so perfectly.

The town does not represent a physical place. It thrives wherever there is a passion for high performance – because genuine enthusiasm for the brand knows no bounds.

“M Town” is also a social and digital communications platform for BMW M fans all over the world. Since 7 September, car fans worldwide have been able to register as new citizens of M Town on and create their own individual digital BMW M Pass.

In addition to unique storytelling elements, this major campaign incorporates original online videos and creative merchandising, with other exclusive surprises in store for the community. “M Town” also serves as the main theme for numerous events around the globe.