BMW of North America will use satellite radio to promote its new 3 series.
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A 44-day cross-country tour dubbed ‘3 Across America’ begins on March 26 and ends on May 6, with an 18 hour marathon broadcast which will be aired on a dedicated Sirius channel.
The programme will consist of a continuous ‘travelogue’ of the entire coast-to-coast tour and will end with a live concert starring “top name” (but so far unnamed) performers.
Snippets from the road trip will be compiled into minute-long updates to air across Sirius channels throughout the tour.
The BMW/Sirius partnership is the first time the satellite radio broadcaster has participated in the launch of a new product.
