Munich. As the first automotive brand worldwide, BMW
is using Google Spotlight Stories technology for an innovative way of
storytelling, creating a 360° interactive virtual reality brand
experience that is broadcasted via YouTube. “Visionary” offers a
unique, immersive experience of the BMW VISION NEXT 100 – the concept
study developed for BMW’s centenary in 2016. Click on the link below
to watch “Visionary”, which is now available on YouTube:
https://www.youtube.com/watch?v=vNjE4CeCuXU (full
interactivity: YouTube app Android Google Spotlight Stories app
iOS and Android)
Through Google Spotlight Stories, BMW allows automotive and
technology fans to interactively explore the BMW VISION NEXT 100 in a
spectacular combination of aesthetic product presentation and
sophisticated mobile virtual reality. The basis is a 360° video
staging, which is extended through interactive elements. From now on,
users can dip into this experience via the YouTube app on android
devices, as well as through the Google Spotlight Stories app for iOS
and Android operating systems.
Visionary (full interactivity: YouTube app Android
Google Spotlight Stories app iOS and Android)
The revolutionary vision vehicle BMW VISION NEXT 100 demonstrates the
innovativeness and commitment of the BMW brand to remain the leading
shaper of the mobility of the future. This vehicle combines coupé-type
sportiness with the dynamic elegance of a sedan – but rather than
being an anonymous transport machine, it is a highly customized
vehicle that is perfectly tailored to suit the driver’s changing
needs. Driver-vehicle interactions are managed by Alive Geometry;
Boost and Ease modes offer a choice of driver-controlled or
vehicle-controlled operations, and the interior of the vehicle changes
to suit the mode of travel.
“‘Visionary’ perfectly shows how the BMW Group masterfully applies
new possibilities of digital communications, to create intense and
amazing experiences”, says Jörg Poggenpohl, Head of Digital Marketing
BMW Group. “We are the first automotive brand to use Google Spotlight
Stories. This perfectly fits the self-conception of BMW as innovator
and creator of the future.”
“Visionary” was jointly created by BMW and the digital agency Jung
von Matt. The agency created the concept in close collaboration with
Google’s creative team “ZOO”. They were further supported by the
production agency Sehsucht that created the 3D design as well as the
scenic environment for the story.
Throughout the realization of the project, all parties involved
engaged themselves in an intense collaboration – from the first
exchange of technological ideas and creative impact directions to the
final production. The result is an unprecedented, innovative, digital
project broadcasted via YouTube, with an explicit focus on mobile devices.
Max Lederer, director of Jung von Matt: “Innovations require courage
– without the trust that we were shown by the BMW Group, the
groundbreaking work in creating “Visionary” wouldn’t have been
possible. For Jung von Matt this project has been as much a challenge
as for the other parties involved. A team of specialists has worked
its way through a whole new software, which was simultaneously
developed further in Mountain View. Together with the great team of
Google in Germany and in the US, a digital lighthouse project has been
created, which in the opinion of Jung von Matt represents the future
of mobile brand experience: interactive storytelling in the virtual
space. The whole project was embedded within the BMW Group centenary
campaign “THE NEXT 100 YEARS”.
Florian Völlmecke, Interactive Producer Google/ZOO Hamburg on
“Visionary”: “The project shows the huge creative potential, which the
broadcasting platform YouTube contains regarding brand experiences and
virtual reality. Together with the BMW Group and Jung von Matt we have
created a unique interactive experience for automotive fans and
YouTube users worldwide.
Teaser (for all devices)
Google Spotlight Stories.
Google Spotlight Stories makes it possible to tell interactive
stories on mobile devices, based on the app (iOS Android) by the
same name, as well as the Spotlight Stories Engine, which is included
in the YouTube App for Android devices.
Google Spotlight Stories is a mixture of Storytelling and mobile
virtual reality. A 360° view function changes the smartphone into a
window to another world. Interactivity is provided through sensors
included in the smartphone (gyroscope, touch, etc.). The user
navigates through the video experience and can additionally explore
subplots and activate other perspectives. Google Spotlight Stories is
compatible with Google Cardboard. Once established, the same story is
available for iOS users within the Spotlight Story App and for Android
users additionally through the YouTube app. For desktop and mobile web
users, a 360° video without interactivity features will be provided as
fallback option.
In the event of enquiries please contact:
BMW Group Corporate Communications
Bernhard Ederer, Corporate Communications, Spokesperson for BMW Group
Marketing and BMW Group Sales Germany Bernhard.Ederer@bmw.de,
Phone: +49 89 382-28556, Fax: +49 89 382-24418
Internet: www.press.bmwgroup.com
E-Mail:
presse@bmw.de
The BMW Group
With its three brands BMW, MINI and Rolls-Royce, the BMW Group is the
world’s leading premium manufacturer of automobiles and motorcycles
and also provides premium financial and mobility services. As a global
company, the BMW Group operates 31 production and assembly facilities
in 14 countries and has a global sales network in more than 140 countries.
In 2015, the BMW Group sold approximately 2.247 million cars and
nearly 137,000 motorcycles worldwide. The profit before tax for the
financial year 2015 was approximately € 9.22 billion on revenues
amounting to € 92.18 billion. As of 31 December 2015, the BMW Group
had a workforce of 122,244 employees.
The success of the BMW Group has always been based on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy.
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