BMW has announced the launch of a social app, “The Ultimate Drive,” that the automaker says will allow drivers to rank, comment on, and share the best roads to drive on in more than 50 countries. Users can search for routes by length, newness, or user rating, and rate them based on scenic quality, traffic, fun, and “twisties.”

The app finds the user’s location via GPS and displays stretches of road that other drivers have designated as the best in the area. When a user has designated a favorite stretch, it can be shared via email and Facebook, or sent to a GPS device or app with three clicks.

BMW said the app is designed to engage customers in the age of “gamification.” The app was designed by San Francisco technology firm SocialNav and is available for free for both Apple iOS and Android smart phones.

“A social app succeeds when it forms a community of users with similar interests. A mobile app succeeds when it shrinks that large community into something local and familiar,” said Pawan Murthy, general manager of online business for BMW Group Financial Services. “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. Sharing that joy of discovery is why we are eager to launch this app to everyone.”

Although the branding is overt, the app could be used by non-BMW owners.

The Ultimate Drive app sounds like a clever and fun use of technology. However, Consumer Reports cautions against using with a smart phone when behind the wheel. If you install this app, or similar applications, use a proper car mount for the phone and resist the urge to interact with it while driving.

Related:
Guide to distracted driving
Special report: Distracted driving