How BMW and LENOVO created innovative experiences to grow brand awareness
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BMW created JOYTOPIA, a metaverse
In line with the brand’s message and values - designing the circular future - BMW has created JOYTOPIA, an experience that is out of the ordinary: a made-up, fully digital world, a Metaverse. On this platform, users were invited to build their personal avatars and enter a dreamy world of talking foxes, pulsating clouds, mushrooms, traffic cones, digital sculptures, and much, much more.?
JOYTOPIA showed users another way to get to know the BMW Group’s work towards a different future; a place where old truths are thrown away, and replaced by the coming-together of design, innovation, immersive experiences, new digital ideas and surreal fun.?
The different destinations around JOYTOPIA were designed to tell users about technology, design, sustainability, materials, and much, much more, but in a way that puts gamification and sensorial exploration at the very centre of their experience.?
For its excellent work on the brand’s metaverse, BMW won a 2022 Webby Award.?
LENOVO created MLKonMLK, an AR-driven campaign?
LENOVO partnered with the DuSable Museum of African American History in the US to bring an iconic civil rights moment from the museums to the streets.
MLKonMLK is an immersive educational experience that brings Martin Luther King Jr.’s “I Have a Dream'' speech to every single MLK street using augmented reality.
How LENOVO executed the campaign:
This campaign empowered generations young and old to experience his message in a way never dreamed possible in 1963. Its impact was impressive: 22 million viewers.?
The MLKonMLK by LENOVO won the People's Voice Award for Public Service & Activism and Brand Experience and the Best Installation or Experience Award at the 2022 Webby Awards.
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领英推荐
10 power words to use in your copy to increase your conversion rate
1. SAVE
Tell your audience how your product or service helps them by saving time, energy or money. Show them how they can spend their time or money on what is important to them (more time for family or hobbies, more money for travel, etc).
2. YOU/YOUR
What does your audience care the most about? Their dreams, their goals, their family, their lives – themselves. Imagine you have a cup of coffee with your prospect and he/she is sitting across the table. Talk to them in the second person (‘you’, ‘your’) like you would in a real-life situation. Make your message about the customer, not your brand.
3. INSTANT/NOW
Why wait when you can have your cake and eat it too? In a world where successful businesses are built around instant or almost instant gratification (ex: Amazon’s same-day delivery), tell your audience how fast your product solves their problem. Solutions that are quick are more appealing.?
4. TIPS/GUIDES/HOW-TO/TUTORIALS
Content that teaches your audience how to do something important to them (write a pitch, plan a high-level meeting, network with decision-makers and so on) is highly valuable. Create educational content and use one of these power words to raise your conversion rates and position your brand as the authority in your industry.
5. NEW/FRESH/INTRODUCING/UPDATED/FIRST
Your audience is hungry for the latest updates on the topics of their interest whether it’s how to sail the big seas or how to expand into a new market. The world is moving fast and what worked three years ago might not work next year. Build a relationship based on trust by helping your audience achieve their goals with valuable relevant and up-to-date information. It’s also worth noting that your audience will feel special when they are the first you share important information with.
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