• September 5, 2012

PGA players will see a different kind of driver when they lie down in their hotel rooms at the Crooked Stick Golf Club in Carmel, Ind. BMW Golf, the sports marketing arm of the BMW North America, is running a campaign there via Baldwin & Raleigh, as part of its effort to reach PGATour golfers. 

When PGAgolfers arrive at hotel rooms to play in the this week's match they will see on the ceiling over their bed a poster of the front of a BMW M car. When they turn off the lights to bed down they the car's headlights will glow, as will the headline, “Don’t count sheep. Count RPMs,” and below that, the instructions, “To reserve your spot at the BMW M driving experience, visit the BMW hospitality concierge.”

Also, on the hotel TV’s relaxation channel, they will hear an endless soundtrack of idling and revving BMWs, over a static image of the M car dashboard and the copy, “You are now entering RPMsleep. This audio experience has been designed by BMWto help you fall asleep as fast as possible. Because Thursday is the players-only BMWTrack Day. And yawning at 100 mph is not very aerodynamic. See you on the track.”

The automaker is offering PGA golfers a hot-lap experience in M cars at the Indianapolis Motor Speedway. BMW has been doing this for a while via Baldwin&.  has put skid marks on their hotel room floors, racing helmets on their mirrors, and gift bottles of motor oil-scented cologne in their swag bags.