BMW is using Fortnite’s virtual worlds to tease its upcoming iX2 EV model
It’s not unusual for cars to appear in video games. After all, who doesn’t remember manically driving a Ferrari Testarossa Spider in Sega’s iconic Avoid game?
But BMW has harnessed the power of online gaming’s massive audience to introduce the uninitiated to its upcoming all-electric iX2 model. The German brand announced that it is the first to introduce a Car Creator in Fortnite.
To do this, BMW created a virtual city of the future with the island of ‘Hypnopolis’, which is fully explorable by Fortnite players, while creating a bespoke storyline that (you guessed it) revolves heavily around the BMW iX2 .
BMW has also cleverly digitally replicated and integrated many of its architectural landmarks, such as the company headquarters (or BMW Welt), which are recognizable by their unique four-cylinder design.
There is a lot of talk about the ‘digital brand experience’ and opening up ‘new dialogue possibilities with Next Gen audiences’ by Stefan Ponikva, Vice President BMW Brand Communication and Brand Experience, who sees this move as bringing to life ‘the brand in the hands of the players”.
To take this idea to the next level, BMW has also introduced a handy Car Creator to its virtual world, which is located under the double cone in BMW Welt and is unlocked by completing various challenges. Here players can design their own BMW iX2.
Initially, the iX2 will appear in “prototype disguise”, with players initially limited to a limited palette of gamified paint schemes, wheels or trunk contents. But BMW plans to launch the vehicle IRL later next week, with the official paint finishes, wheels and interior options for the new BMW iX2 also available within the Car Creator.
A preview?
While using Fortnite seems like a smart way to connect with new customers (especially a younger audience), BMW is investing a lot of time, money and effort to expand its offering of virtual experiences in general.
It recently hosted the BMW Group Supplierthon, which invited hundreds of companies from the virtual space to effectively pitch their best ideas. Some of the winners will have their concept implemented into products in the coming years.
One of the chosen innovations transforms an efficient driving style into an entertaining race against other BMW drivers, while the virtual space experience of Chinese start-up DeepMirror Inc and Web3 Studio’s expertise in blockchain development and design also highlight of the Bavarian brand.
Furthermore, earlier this year the German brand teamed up with Nvidia to build the perfect digital twin of its future 400-acre factory in Debrecen, allowing designers and engineers to make adjustments in the virtual world.