The BMW Group is leading the way in the automotive industry’s transformation and digitalization, while also setting new standards in gaming and digital experiences. The latest innovation is the world’s first Car Creator in Fortnite, a popular online video game developed by Epic Games. In collaboration with Epic Games, the BMW Group has created a virtual city called “Hypnopolis” within Fortnite, where players can explore and complete challenges centered around the new BMW iX2.
“Hypnopolis” is a visionary city that represents the BMW Group’s innovative and sustainable vision, combining futuristic technology and nature. It features prominent BMW landmarks, including the “Four Cylinder” headquarters, BMW Welt, and the BMW Museum. The virtual world also includes subtle BMW branding and entertaining game elements.
Stefan Ponikva, Vice President BMW Brand Communication and Brand Experience, explains that the BMW Group uses the potential of Web 3.0 to create unique digital brand experiences and engage with the Next Gen target groups through the Fortnite platform. He adds, “We are especially pleased that BMW is the first brand to give players the opportunity to customize a digital vehicle in Fortnite.”
The highlight of the “Hypnopolis” experience is the Car Creator, a world premiere feature within Fortnite. Located beneath the double cone in BMW Welt, the Car Creator can be unlocked by completing various challenges. This unique in-game experience allows players to design their own BMW iX2 according to their preferences. Initially, players can choose from a limited palette of gamified paint schemes, rims, and trunk contents. After October 11, 2023, additional options, such as series paint finishes, rims, and interior choices, will also be available in the Car Creator.
The BMW Group’s pursuit of virtual experiences extends beyond gaming. The company is also integrating virtual world and experience solutions into various areas, including production, development, sales, and aftersales. Through collaborations with innovative tech start-ups, the BMW Group is driving the advancement of virtual experiences and seeking unique ways to engage customers. The winners of the BMW Group Supplierthon 2023, a program that scouted for innovative ideas in different categories, will be integrated into the BMW Group’s partner and supplier network to support the implementation of their concepts.
The BMW Group’s approach to virtual worlds is based on three pillars. The “Corporate Metaverse” utilizes virtual work platforms for collaborative development, spanning areas such as development, production, and human resources. The “Commercial Metaverse” aims to enhance the digital brand experience and create a vibrant community, making the virtual platform an experiential space for customers. Lastly, the “In-Car Metaverse” explores innovative technologies to transform vehicles into interfaces for Web 3.0, including seamless integration of third-party entertainment and communication solutions.
Please note that the Fortnite experience created by BMW is an independently developed project, not sponsored, promoted, or organized by Epic Games, Inc.