BMW and Microsoft are transforming part of the “Be the one who dares” campaign for the new BMW X2 into a fun high-tech experience. In a unique mixed-reality application, the two partners are weaving physical reality and digital content into an experience exclusively available on Microsoft HoloLens.
The BMW X2 Holo Experience and Microsoft HoloLens immerse users in the world of the Bimmer crossover, where they can get to know the new model in an interactive way.
Fun challenges alternate with creative elements. For example, the X2 must be guided out of a maze or can be given a new colour in a paint tank. The BMW X2 Holo Experience revisits elements of the campaign to ensure high recognition value and ends with a holographic selfie for the user’s own social media channels. Prospective customers can then take the BMW X2 for a test drive.
The BMW X2 Holo Experience, based on Microsoft HoloLens and Windows Mixed Reality, will be available internationally at selected BMW dealers, in exclusive “closed rooms” and formats such as the Brand Experience Centre.
The BMW X2 Holo Experience fits seamlessly into the “Be the one who dares” campaign, which will accompany the newest and most extroverted member of the X family from the start of communications in late October 2017 to its market launch in March 2018.
Based on in-depth data analysis, BMW is reaching out to its fans, customers and prospects in their respective digital lives – with highly relevant customised content. An affinity for film and music, as well as gaming and new technologies, are an essential aspect of the urban, cosmopolitan target group that the BMW X2 Holo Experience appeals to in an optimal way with highly relevant content.