BMW launches mobile app for gaming, social media

BMW is launching a multipurpose mobile application called the "Ultimate Drive" for social-media users and gamers.

The app helps users find the best roads to drive in more than 50 countries. It enables them to then rate those roads and comment about them via Facebook, e-mail or other GPS devices. BMW said it hopes the app will form a virtual go-to community of driving enthusiasts.

"Within a few seconds of opening the app, 'The Ultimate Drive' connects you to driving enthusiasts who have discovered great roads in your neighborhood--roads you may have overlooked," BMW spokesperson Pawan Murthy said.

To experience the ultimate drive, a user downloads the app, lets it find his location and then watches as it displays the roads that others have submitted as the best in the area. Or, when a user finds her own favorite stretch to share, three taps allow her to do so via e-mail, Facebook or GPS.

The software firm SocialNav of San Francisco developed the technology powering the app for BMW, which is available for both iOS and Android devices. The "Ultimate Drive" is free for download from Apple's App Store and the Android Marketplace.

By Michelle Koueiter