Players can design the BMW iX2 in the virtual city “Hypnopolis”, marking a significant stride in the fusion of automotive innovation and gaming.
In a world where the automotive industry is continually evolving, the BMW Group is leading the charge, not only in car manufacturing but also in digital advancements, recently in the realm of gaming. The gaming world and its dedicated fanbase recently witnessed the grand introduction of the first-ever Car Creator in the ever-popular game, Fortnite. The prestigious BMW Group is behind this revolutionary digital innovation.
Named “Hypnopolis”, this futuristic virtual island is a wonder to behold and is a testament to BMW’s vision of seamlessly combining nature and innovative technology. It centers around the storyline of the new BMW iX2, BMW’s latest all-electric SUV. As players traverse this city, they’re met with various challenges, bringing them closer to the ultimate experience: the Car Creator.
So, what makes “Hypnopolis” a standout? It’s the subtle integration of key architectural landmarks synonymous with the BMW brand. From the iconic “Four Cylinder” company headquarters to BMW Welt and the BMW Museum, these structures are cleverly nested within this virtual environment. The city is filled with Easter Eggs and engaging game elements, keeping players keenly invested while soaking in the BMW brand’s essence.
Stefan Ponikva, the Vice President of BMW Brand Communication and Brand Experience, enthusiastically shared, “Our venture into Fortnite’s virtual space offers a unique opportunity to spark dialogues with the next-gen audience.” This collaboration allows BMW to be the first brand ever to give players a chance to customize a digital vehicle in such a high-profile game.
The pièce de résistance, the Car Creator, is tucked beneath the double cone in BMW Welt. Once players overcome various challenges, they can unlock this feature. For the first time in Fortnite, players get a gamified platform to craft the new BMW iX2 tailored to their preferences. During the initial launch, players can pick from a limited palette to design the BMW iX2, but post the official communication launch, the Car Creator will expand its design offerings.
It’s evident that BMW Group’s foray into virtual experiences isn’t a mere gimmick. Beyond gaming, the company’s initiatives span across production, development, sales, and aftersales sectors. Recognizing the unparalleled potential of virtual experiences to redefine customer interactions, the BMW Group also collaborated with innovative tech startups, fostering groundbreaking ideas via the BMW Group Supplierthon 2023. This commitment to integrating the best of digital advancements showcases BMW’s unwavering dedication to creating exceptional user experiences, and embracing futuristic technology in the automotive world and beyond.