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

BMW and Microsoft develop unique mixed reality experience for new BMW X2 campaign

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BMW Group

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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/

 

Agency: Saint Elmo’s, Berlin 

 

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

  

Die BMW Group

Die BMW Group ist mit ihren Marken BMW, MINI, Rolls-Royce und BMW Motorrad der weltweit führende Premium-Hersteller von Automobilen und Motorrädern und Anbieter von Premium-Finanz- und Mobilitätsdienstleistungen. Als internationaler Konzern betreibt das Unternehmen 31 Produktions- und Montagestätten in 14 Ländern sowie ein globales Vertriebsnetzwerk mit Vertretungen in über 140 Ländern.

 

Im Jahr 2016 erzielte die BMW Group einen weltweiten Absatz von rund 2,367 Millionen Automobilen und 145.000 Motorrädern. Das Ergebnis vor Steuern belief sich auf rund 9,67 Mrd. €, der Umsatz auf 94,16 Mrd. €. Zum 31. Dezember 2016 beschäftigte das Unternehmen weltweit 124.729 Mitarbeiterinnen und Mitarbeiter.

 

Seit jeher sind langfristiges Denken und verantwortungsvolles Handeln die Grundlage des wirtschaftlichen Erfolges der BMW Group. Das Unternehmen hat ökologische und soziale Nachhaltigkeit entlang der gesamten Wertschöpfungskette, umfassende Produktverantwortung sowie ein klares Bekenntnis zur Schonung von Ressourcen fest in seiner Strategie verankert.

 

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Fuel consumption, CO2 emission figures and power consumption and range were measured using the methods required according to Regulation VO (EC) 2007/715 as amended. They refer to vehicles on the German automotive market. For ranges, the NEDC figures take into account differences in the selected wheel and tyre size, while the WLTP figures take into account the effects of any optional equipment.

All figures have already been calculated based on the new WLTP test cycle. NEDC figures listed have been adjusted to the NEDC measurement method where applicable. WLTP values are used as a basis for the assessment of taxes and other vehicle-related duties which are (also) based on CO2 emissions and, where applicable, for the purposes of vehicle-specific subsidies. Further information on the WLTP and NEDC measurement procedures is also available at www.bmw.de/wltp.

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