BMW AR Launch of M3 & M4

client: BMW
partner: David+Martin

_brief

Corona is also reshaping the automotive industry. 2020 has taken us off the streets – the main stage of any automobile. So much that standing on the sidewalks makes you feel like you’re at a concert whenever a super car goes by. With few of us outside, BMW sought to find a way to unveil the new M3 and M4 models and let them roar for anyone who would like to hear them.

_objective

The goal was to rethink the classical Showroom in order to introduce their new models. In close collaboration with our colleagues from David+Martin, the premiere was moved entirely into virtual space.

_idea

Even though a regular vehicle premiere was out of the question, the high appeal of these two cars to lifestyle and motorsport-affine audiences, made Instagram the obvious choice. We created photorealistic 3D AR Filters for Instagram for the M3 and M4 Series. In this virtual dream, users could place the car anywhere they liked, rotating the models via pinch and drag. Then, the model would come alive with a flash of its headlights and the distinct roar of the M series motor upon touching the screen.

_result

Over 500,000 views within 7 days. An array of influencer activations flanked the campaign worldwide to generate the appropriate attention. A totally new way of presenting new models to prospective fans and buyers was born.

client

BMW

year

2020

partner

David+Martin

keywords

Augmented Reality
Development

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