Join us in Metaverse — BMW
“BMW is fortunate-we don’t have too much of a dilemma as to what we’re going to call our cars.” — Jim McDowell, Vice President of Marketing at BMW
BMW is considered as one of the leading producers of luxury and state of the art vehicles for many years. According to a noticeable amount of people, the brand is the best car producer worldwide. BMW invests ‘hundreds of millions’ in digital transformation. Let’s see how are they doing on Metaverse.
BMW launched the virtual concert on the platform in Munich. Two days before the opening of the IAA Mobility international motor show taking place in Munich on 7–12 September 2021, BMW is unveiling its own, globally unique virtual world: JOYTOPIA. The highlight of the presentation on 5 September will be an exclusive performance by Coldplay. They have created a Metaverse that takes corporate and brand communication to a new level. Users can immerse themselves in the virtual world of BMW and collect individual experiences in digital space with their avatar.
In my opinion, This is really smart decision to invite Coldplay brand to have concert for them, they are using this new strategy to attract more young generation to get closer to their brand. As a car brand, cooperate with music field is really novel. BMW’s partnership with Coldplay sets a new benchmark that promises to be a blueprint for the entire live industry. they takes brand communication to a new level. They have created their own meta-universe. This shows that BMW are responding to our customers’ need for personalized experiences in the digital space. BMW starts a new dialogue with audience and shift the status quo from brand interpretation to user interpretation. jOYTOPIA is a leap forward in the digital world. It allows people to take brand communication to a new level. I think JOYTOPIA is a new marketing tool for the digital world.
A common awareness of sustainability has led during recent years to an intensive, creative co-creation process between the BMW Group and Coldplay. Jens Thiemer
Senior Vice President Customer and Brand BMW
I think this trend will be assisting and stay longer, because metaverse is an iteration of the internet that gives us a far more immersive experience. Users will be able to enter the internet using an avatar, or the internet can come to you in an augmented reality experience. Virtual worlds will disrupt the way we live like never before. So BMW does this event and concert launched seems themselves as a huge potential opportunity. Also, they are doing the “Green” environmental protection measures. during the show battery will use more than 40 recyclable car batteries to provide the necessary power during the live shows, making the concert series more sustainable and one of the most environmentally friendly tours in music history.
The ongoing collaboration between BMW and Coldplay has entered the next phase. Driven by the two partners’ shared vision of sustainability, the collaboration will create a new way to experience live music in a green way. so as long as the Sustainability environment, BMW will also successfully keep doing great in this digital world.
