[Verso #37] BMW I VISION DEE Case Study

Article?#37

"BMW I VISION DEE"?BY? 宝马 & Journee

• Industry: Automotive
• Web3 Enabler: Metaverse (Journee) + Gamification
• Strategic Goals: #ProductLaunch #CES2023 #BrandEngagement
• Similar Project: Skodaverse ( ?koda Group )

3??POINTS TO REMEMBER

1. NO MORE ONLY PHYSICAL INTERACTIONS: Consumers now demand more and more engagement from brands. There are scalability limits to physical activations, so this is where the metaverse begins to become attractive.
2. PRODUCT SIMULATION: Brands need to ensure not only immersive experience, but also product simulation, replicating what would happen in reality ?? BMW's decision to ensure the possibility of car simulation not only in real life but also in the metaverse is exactly what is expected as the next steps of using the virtual world
3. GAMIFICATION: Gaming is the obvious approach to attract users and maintain retention in the metaverse. ?? In this case, BMW made the I VISION DEE presentation experience much more engaging by introducing quests during the product presentation

???WANT TO KNOW MORE????Read on

??THE COMPANIES

宝马 is one of the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services.

Journee is a software company connecting brand to the metaverse, with headquarters in Berlin.

??THE PROJECT*

At the Consumer Electronic Show (CES) 2023 in Las Vegas, BMW presented its I Vision Dee - a visionary vehicle that enables a completely new kind of interaction and communication between humans and technology.

Simultaneously BMW and Journee collaborated to create an immersive virtual game experience called "Joytopia - A Quest to Dee" that allows individuals worldwide to learn and experience the key features of the visionary vehicle - I Vision Dee.

The game was designed to be multi-level and emotionally engaging, where users were invited to embark on a mission to find Dee with the guidance of international superstar Arnold Schwarzenegger.

By playfully exploring different levels and islands, users could learn more about Dee's unique and innovative nature.

Once the mission is complete, users could interact with the ultimate companion Dee both inside and outside and even save their Ready Player Me Avatar with the iconic Silverglove.

*Info taken from Journee site

???EXECUTIONAL ANALYSIS?

The project foresees:

• 45,051 users that interact with the experience
• 4+ minutes average visit duration

The driving simulator, approximately three minutes in length, was entirely created in CG/Unreal and played on a massive LED wall in front of the real car. This allowed the driver on stage to have a perfect simulation of driving through real and surreal Las Vegas. The mixed reality slider's various stages and functions were illustrated and experienced in high-quality, fully immersive mode from within the car during the drive.

The driving experience design was seamlessly developed from the real world Las Vegas to a full surreal metaverse environment by NSYNK and Journee.

??FOOD FOR THOUGHT

Will the metaverse and virtual simulations be the norm in inducing trial? What other industries do you think should have virtual simulations?

Let us know in the comments!??

??ARE YOU INTERESTED IN A SPECIFIC TOPIC OR PROJECT TO ADDRESS??Let us know in the comments or send us an?email????

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