BMW showcases virtual reality brand experience

BMW is using Google Spotlight Stories technology to create a 360° interactive virtual reality brand experience, broadcasted via YouTube.

BMW's 'Visionary' VR experience
BMW's 'Visionary' VR experience

The 'Visionary' story offers an immersive experience of the brand's 'vision vehicle', the BMW Vision Next 100 – a concept study developed for BMW’s centenary, which has been celebrated throughout this year.

Automotive and technology fans can explore an interactive version of the vehicle, dipping 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.

The BMW Vision Next 100 aims to demonstrate the innovativeness and commitment of the BMW brand to remain the leading shaper of the mobility of the future. The vehicle has functions including 'boost' and 'ease' modes, offering a choice of driver-controlled or vehicle-controlled operations and the interior of the vehicle changes to suit the mode of travel.  

Jörg Poggenpohl, head of digital marketing at BMW Group said: "'Visionary’ perfectly shows how the BMW Group masterfully applies new possibilities of digital communications, to create intense and amazing experiences. We are the first automotive brand to use Google Spotlight Stories. This perfectly fits the self-conception of BMW as innovator and creator of thefuture." 

'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. 

BMW has appointed experiential agency TRO to deliver activations at Goodwood Festival of Speed for the next two years. The brand hosted an event showcasing the future of mobility at Camden Roundhouse this year, also in celebration of its 100th anniversary. 

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