BMW launched a new game to support the launch of it's Z4. Called 'Expressions of Joy', it plants the user behind the wheel of a Z4 where the driver creates artwork by throwing the car into corners.
I posted before about a big miss that Mini had with their game, noting that it had absolutely nothing to do with driving. BMW has a good execution on it's hands - it will create appeal with enthusiasts and likely the highly gaming driven iphone/itouch audiences. The nice part is that even though this is a driving game, it has a nice creative touch by having users create a little piece of artwork.