Scene at BMW NA HQ:
"Hey, Larry, it's the ad agency. They say they want us to provide 20-30 GSs for extras to ride in the background in Death Valley while they shoot the new catalog. What should I tell 'em?"
"Cripes! Do you know what that'll cost? And we'll have to pay all the extras, most of whom probably don't know how to ride anyway, so they'll trash the bikes. And then there's fuel, and food and lodging for the extras. We're talking a small fortune here!"
"But what else can we do? Tell 'em to get another background? Do it digitally?"
"Nah! I've got an idea! We'll turn it into a BMW owners event, and get real BMW owners to bring their _own_ bikes and ride 'em. That way we get experienced riders and we don't even have to provide the bikes."
"How will we get them to come?"
"We'll, um, feed 'em lunch. Yeah, that's it! A big ol' barbecue lunch. And lead 'em around to all the locations and call it a "Ride". Heck if we work this right, I bet we can even get 'em to pay for their own gas and lodging just for the 'honor' of being in the shoot!"
"Man, Larry, you are amazing! No wonder they pay you the big bucks!"