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PressClub Nederland · Article.

BMW en Tomorrowland presenteren de wereldpremière van de BMW iX1 om de eerste dag van de festiviteiten te vieren

#UNITEDINJOY: het motto van de samenwerking tussen BMW en Tomorrowland dit jaar. Co-creatie: de wensen en ambities van festivalbezoekers verzameld op de BMW iX1 x Steve Aoki. Activatiecampagne op Brussels Airport in „The Magical Forest of Joy” van BMW. Bijgaand het volledige, Engelstalige persbericht.


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BMW Group

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Munich. The countdown for one of the most magical festivals is over. The first of the three festival weekends kicked off on 15 July. After an absence of almost two years, Tomorrowland is finally back – bigger and better than ever.

BMW AG has been pushing an international expansion of its music strategy since 2019, with music being one of the most important pillars in the global marketing mix of BMW. “Music inspires, shapes memories, and encourages people to come together. It speaks one global, emotional language,” says Stefan Ponikva, Head of Brand Communication and Experience. “As a relationship brand with 'joy' at its core, Tomorrowland is a perfect match for us as a brand engagement.”

The partnership between BMW Belux and Tomorrowland, up to now only a local one, will be expanded to the European level, creating unique opportunities for even more activation campaigns. The musical journey began at Brussels Airport in mid-June with the extraordinary theme “The Magical Forest of Joy” by BMW. A large-scale call-to-action campaign with a staggering reach of more than 15 million followers was also launched via the Tomorrowland platform.

A message of joy and sustainability for “Tomorrow People”.

A unique design for a unique car and a unique festival! What makes the new all-electric BMW iX1 x Steve Aoki particularly special is that it carries with it all the wishes and aspirations of festival visitors. A dedicated website was set up just for this purpose, where a personal “Message of Joy” – a message, a feeling or a positive thought about the future – can be shared with the world: #UNITEDINJOY.

Steve Aoki, two-time Grammy-nominated music producer, artist, fashion designer, entrepreneur, and NFT visionary was the co-creator of the fancy car wrap for the BMW iX1, based on these “Messages of Joy”.

The unique design of the new BMW iX1 x Steve Aoki will be on display in “The Magical Forest of Joy” by BMW during the three weekends of the festival. The BMW stand is open to all visitors where they can pose for photos and videos with the all-electric BMW iX1.


BMW iX1 xDrive30: power consumption combined in kWh/100km: - (NEFZ), 18,4 – 17,3 (WLTP)*; CO2-Emissions: 0 g/km (NEFZ), 0 g/km (WLTP)*, Electric range (WLTP)* in km: 413 – 438.

* All figures are preliminary values

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Here you can see the Webcasts of the BMW Group Night and Press Conference at the Auto China 2024; with the World Premieres of the new MINI Aceman and the new BMW i4.

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De CO2 efficiency specificaties zijn vastgesteld op basis van de huidige toepasselijke tekst van de EU Verordening 2017/1151. De getoonde waarden zijn gebaseerd op het brandstofverbruik, CO2 waarden en energieverbruik volgens de NEDC cyclus voor de classificatie. Aanvullende informatie met betrekking tot het officiële brandstofverbruik en de specifieke CO2 uitstoot van nieuwe personenvoertuigen kan verkregen worden uit het “Brandstofverbruiksboekje van de RDW”, dat digitaal verkrijgbaar is via de link.

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