“Be the one who dares”: the BMW X2 Holo Experience

Munich. 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 BMW X2, where they can get to know the new model in
an interactive way. Fun challenges alternate with creative elements.
For example, the BMW 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 X2 will appeal to a relatively new, young and digitally-savvy
target group that is also looking for unique and contemporary
experiences from communications”, according to Uwe Dreher, head of
Brand Communication BMW. “The Holo Experience delivers the desired
technical wow-effect, which we hope will maximise our appeal to this
target group in a fun and entertaining way, using innovative technology.”

 

“Mixed reality enables companies to take the next step in the process
of digitalisation”, explains Michael Zawrel, Senior Product Manager
Mixed Reality HoloLens Germany. “The BMW X2 Holo Experience
shows how companies can bring their products to life by blending the
physical and the digital world in a totally new way.”

 

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.

 

Visitors can already experience the BMW X2 in digital form at the BMW
branch in Berlin, the BMW branch in Munich and the Automag München or
the Brand Experience Centre in Zurich.

The BMW X2 Holo Experience fits seamlessly into the “Be the one who
dares” campaign for the new BMW X2, 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.

The BMW X2 (with a combined fuel consumption of 6.3 – 4.5 l/100 km
and combined CO2 emissions of 144 – 118 g/km*) is more than just
another BMW X model. With its distinctive design and sporty urban
genes, it makes a bold statement in its class and within the BMW X
model family. Its unique character especially appeals to the young and
young-at-heart, extroverted and active people who value individuality,
genuine driving pleasure and lifestyle, without having to give up
functionality. They live in urban settings, lead an active life and
are highly connected to the digital world.

 

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.

 

Further components of the campaign will be revealed over the coming
months as “Be the one who dares” reaches out to new digital target
groups on diverse social media platforms in an unusual way.

 

Further Links:

http://news.microsoft.com/de-de/mixed-reality-bmw/

 

If you have any questions, please contact:

 

BMW Group Corporate Communications

Julian Hetzenecker

Communications BMW Group Sales and Marketing Germany and BMW Group Marketing

BMW Group Business and Financial Communications

Telephone: +49 89 382 39229

Email: julian.hetzenecker@bmw.de

 

Micaela Sandstede

Press Spokesperson BMW Group Sales and Marketing Germany and BMW
Group Marketing

BMW Group Business and Financial Communications

Telephone: +49 89 382 61611

Email: micaela.sandstede@bmw.de

 

Internet: www.press.bmwgroup.com

Email: presse@bmw.de

  

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