BMW's Performance Center is a privately owned driving school. Created to raise awareness of the school and increase course registration, this site  serves-up engaging video content (without huge download times) to pull visitors in. Despite its tongue-in-cheek approach, it strikes a nice balance between unbranded and branded elements and communicates a professional vibe for this performance driving school.

• A character-filled home page, featuring nine stereotypical driving instructors, piques visitor interest before the subject matter is revealed.

• Once in the school, an animated track is the metaphor for navigation.

• In the first few weeks, the site received over 55,000 visits; was featured on more than a dozen driver enthusiast sites and blogs; and garnered a 100% increase in inquiries and registrations.