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BMW Turns Car into Printing Press

November 20, 2012

To promote its new M6 sports car, BMW turned the car into a printing press and used it to create its own promotion materials.

In a collaboration between Toyo Ink, Sappi Paper and Chicago-based premedia house Classic Color, BMW used its 560 horsepower M6 to lay down a tire track on sheets of paper positioned on a race track. From special tanks in the trunk of the car, ink is pumped onto the tread before being transferred onto the paper. The concept was put forward by Kirshenbaum Bond Senecal + Partners.

The resultant pieces, which say "Impressive on Paper. Devastating on the Road," and each one unique, will be sent to prospective buyers and current BMW owners in a direct-mail campaign.

Watch the following video to see how it was done and the challenges involved.

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