Munich. The BMW Group is not only driving forward the transformation and digitalization of the automotive industry, but is also setting standards in gaming and digital experiences with fascinating innovations. This is also the case for the world’s first car creator in Fortnite. The popular online video game is developed by Epic Games and offers a wide range of tools for creating games and gaming experiences. The BMW Group has created a virtual city of the future with the island “Hypnopolis”, which can be explored by Fortnite players. In a scenario centered around the new BMW iX2, it reserves various challenges for players.
A visionary city combining futuristic technology and nature, “Hypnopolis” embodies the innovative and sustainable vision of the BMW Group. The most important architectural monuments of the BMW Group are harmoniously integrated into the elaborate virtual world between skyscrapers, pontoon bridges and green spaces with the company headquarters known as the “Four Cylinders”, the BMW World and the museum BMW. The subtle branding is found in many Easter eggs and other entertaining gameplay elements.
“We design creative interactions and individual experiences that reflect the innovative power of BMW in the digital world. In doing so, we use the potential of Web 3.0 to intensify the digital brand experience and create an active community,” says Stefan Ponikva, Vice President of BMW Brand Communications. and brand experience. “Our island in the online video game Fortnite opens up new opportunities for dialogue with Next Gen target groups and brings the brand to life in the hands of players. “We are particularly pleased that BMW is the first brand to give players the ability to customize a digital vehicle in Fortnite.”
Gamified BMW iX2 Car Creator world premiere in the Fortnite cosmos.
The highlight of the visit to “Hypnopolis” is the Car Creator, which sits under the double cone of the BMW Welt and is unlocked by completing various challenges. The fun ability to create a vehicle is a world first in Fortnite, making BMW the first brand to do so. The unique gaming experience allows players to design the new BMW iX2 according to their individual preferences.
When “Hypnopolis” launches on October 4, 2023, the new BMW iX2 will still appear in prototype form in Car Creator, and players will initially be able to choose from a limited palette of gamified paint schemes, rims or trunk contents. After the communication launch on October 11, 2023, the standard paints, standard wheels and interior options of the new BMW iX2 will then also be available in Car Creator.
The island code to enter “Hypnopolis” is: 3541-0917-2429.
BMW Group takes a holistic approach to virtual experiences.
The pioneering role that the BMW Group plays in the automotive industry in implementing virtual experiences is not limited to the gaming sector alone. The company is already increasingly deploying virtual world and experience solutions in the areas of production, development, sales and after-sales.
Aware that virtual experiences offer customers the opportunity to enjoy unique experiences around their vehicle, the BMW Group is also advancing the subject in collaboration with innovative technology start-ups. As part of its global sourcing program, the Bavarian premium automaker launched the BMW Group Supplierthon 2023, with more than 100 participants from around the world submitting their innovative ideas in the categories “Vehicle Preparation”, “Experience embedded” and “Virtual ecosystems. The BMW Group plans to integrate the respective winners of the three categories into its network of partners and suppliers to promote the implementation of these promising concepts.
First place in the “Vehicle Readiness” category was won by Chinese start-up DeepMirror Inc. with a spatial computing approach that allows vehicles to be spatially located by combining multiple vehicle sensors. With “BMW Efficiency Racing”, MaibornWolff GmbH offers the best “in-vehicle experience” that turns an efficient driving style into an entertaining race against other BMW drivers. The most compelling “virtual ecosystem” approach comes from Serviceplan DCNTRL. Web3 Studio’s “BMW Key” represents a holistic approach that connects physical products across the customer journey to the virtual brand experience.
The BMW Group’s overall approach to virtual worlds is essentially based on three pillars. As part of the “Corporate Metaverse”, for example, the BMW Group uses virtual working platforms to collaboratively develop new solutions and products. This extends to all areas such as development, production and human resources and includes, among others, the AI-based development platform ItOverse and Factoryverse as the digital twin of the BMW Group factories.
Furthermore, the BMW Group is leveraging the potential of a “business metaverse” to intensify the digital brand experience and create a dynamic community in which the virtual platform becomes an experience space for customers. The “In-Car Metaverse” approach relies on innovative technologies to transform vehicles into Web 3.0 interfaces. New approaches to innovation management are part of this, as is the seamless integration of third-party entertainment and communications solutions into the vehicle.
*This experience is an independently created Fortnite experience and is not sponsored, promoted, or organized by Epic Games, Inc.
