The luxury carmaker is targeting people between 25 and 35 who have money to spend, an affinity for engineering and who are influenced by lifestyle trends.
"The new target group means that we need to use new ways of marketing," said BMW brand boss Torsten Mueller-Oetvoes.
Leading up to the 1 series launch in Germany on September 18, BMW will double the amount of advertising in the electronic media such as the Internet to 40 percent from 20 percent.
The campaign will be based on the theme "make fun you principle." The campaign is being pushed massively on the Internet website www.prinzip-freude.de.
The campaign was created by the Jung von Matt advertising agency.
BMW also offers a "1 series mobile site" for multi-media cell phones, with ring tones, videos, car photos and an action game.
PDA owners can use an on-line portal with vehicle configuration and an event calendar.
BMW dealers also are giving away a 1 series simulation software, which was developed in cooperation with Sony for Playstation II.
In addition to the digital campaign, BMW plans a huge advertising tour for the 1 series from July to October in 20 European cities and many individual regions. The German tour will start July 15 in Munich.
The website is getting 25,000 visitors a day. So far more than 65,000 interested people have accepted the digital interactive offer. More than three-quarters currently drive another brand.