Munich. Smartphone users can experience the first
ever BMW X2, anywhere and even before market launch – thanks to BMW
and Snapchat. BMW is the first brand worldwide to leverage the
potential of the new Snapchat “Augmented Trial” Lens.
Starting today, fans all over the world can use augmented reality
technology to view and configure a realistic 3D model of the latest
addition to the BMW X family. At the start of communications in late
October, BMW already reached an audience of millions across Europe
with the BMW X2 Face Lens in Galvanic Gold.
Through Snapchat, BMW is expanding its marketing activities through
an innovative and playful medium that is especially popular with
creative, tech-savvy individuals. As the newest member of the BMW X
family, 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*) appeals to the
young and young-at-heart, extroverted and active customers who value
individuality and lifestyle. Innovative apps like Snapchat are an
integral part of their digital world.
The BMW X2 campaign “Be the one who dares” is using a range of new
digital communications channels to reach BMW fans around the world, in
line with the brand’s new focus on a more youthful “Sheer Driving
Pleasure”. BMW communications are taking a noticeably younger, fresher
approach, with a new tonality that explores unexpected channels.
“Snapchat is young and modern – which suits BMW and the BMW X2
perfectly. We are enriching Snapchat users’ digital experience through
content they find appealing, with a high recognition value. We wanted
to insert ourselves in an organic way into the Snapchat environment
and its users’ world. That is the most meaningful way to address our
fans in a style that fits the channel and the target group,” explains
Jörg Poggenpohl, head of Digital Marketing BMW.
With the BMW X2 experience, the BMW becomes the first brand to use
the Snapchat Augmented Trial Lens, enriching reality with digital
content. A brief clip shown between user stories or in the “discover”
area, directs Snapchat users’ attention to the new BMW X2. If the user
accepts the invitation to “swipe up”, their phone camera is activated.
The app automatically integrates a 3D model of the BMW X2 into the
camera’s field of vision. In this way, users can already experience
the new BMW X2, virtually, anywhere in the world, before it even
reaches BMW showrooms. The 3D model is realistically integrated into
its surroundings and users can walk around the vehicle to admire it
from all angles. They can also use the app to change the paint colour.
A special Face Lens for “selfies”, which colours the face with the
exclusive BMW X2 Galvanic Gold finish, was available to Snapchatters
in Germany, France, Italy, Spain and the UK at the start of the BMW X2
communications campaign in early November and proved a huge success:
The lens was seen over 40m times by over 13m Snapchatters.
Snapchatters also chose to play with the BMW Lens for on average
almost 24 seconds and created over 2.5 million Snaps with the BMW X2
Galvanic Gold Face Lens.
In addition to Snapchat, the BMW X2 “Be the one who dares” campaign
is using many other digital marketing channels. At the start of
communications in October, prospective customers and fans were able to
experience the BMW X2 in an innovative mixed
reality application with the Microsoft HoloLens. BMW is also the
first automotive brand to use augmented reality in the popular Shazam
app. Further partnerships with popular apps and internet services will
follow between now and the market launch in March 2018.
Agency:
Lead digital – Jung von Matt
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
Media website: www.press.bmwgroup.com
Email: presse@bmw.de
The BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, 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 2016, the BMW Group sold approximately 2.367 million cars and
145,000 motorcycles worldwide. The profit before tax was approximately
€ 9.67 billion on revenues amounting to € 94.16 billion. As of 31
December 2016, the BMW Group had a workforce of 124,729 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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