BMW Creates The First Car Customizer In Fortnite To Tease New iX2
BMW is taking a unique approach to promote its upcoming iX2 crossover by creating its own island within the popular game Fortnite. Players will have the opportunity to configure their own digital version of the iX2, making BMW the first automaker to allow players to customize a car in the game.
The configurator will be located on the BMW-created island of “Hypnopolis,” which features brand-relevant buildings and Easter eggs. Players can find the Car Creator under the double cone in BMW Welt. However, before they can customize their iX2, players must complete a series of challenges to unlock the ability to customize vehicles.
Initially, players will be limited in what they can do with the iX2 as BMW has not fully unveiled the vehicle yet. The crossover will be covered in camouflage, and players will only have access to a limited number of “gamified paint scheme” and rim options. However, they will have the opportunity to choose what’s inside the trunk.
On October 11, after the iX2 makes its debut, the full configurator will be unlocked. Players will be able to select from a range of paint colors, wheels, and interior options to customize their crossover. Once they have customized their iX2, players can explore the island of Hypnopolis and engage in a storyline centered around the vehicle.
Hypnopolis is a visually stunning island filled with skyscrapers, floating bridges, and green spaces. It also features iconic BMW locations such as the company’s headquarters known as the “Four Cylinders,” BMW Welt, and the BMW Museum. Players can enter Hypnopolis using the Island Code 3541-0917-2429.
Stefan Ponikova, VP for brand communication and experience at BMW, expressed excitement about the opportunity to engage with Next Gen target groups through the online video game Fortnite. He stated, “Our island in Fortnite opens up new dialogue opportunities and brings the brand to life in the hands of the players. We are especially pleased that BMW is the first brand to give players the opportunity to customize a digital vehicle in Fortnite.”
This innovative marketing strategy allows BMW to reach a younger audience and create a unique interactive experience. By integrating their brand into a popular game like Fortnite, BMW can generate excitement and anticipation for the upcoming iX2 crossover. Players have the chance to not only customize their virtual iX2 but also immerse themselves in a virtual world that showcases BMW’s design and innovation.
The collaboration between BMW and Fortnite demonstrates the increasing importance of digital platforms in marketing and reaching new audiences. As technology continues to evolve, automakers are finding creative ways to engage with consumers beyond traditional advertising methods. By leveraging the popularity of video games and virtual experiences, BMW is able to connect with a wider range of potential customers.
With the launch of the iX2 just around the corner, BMW’s integration into Fortnite is a strategic move to generate buzz and excitement for their latest offering. By allowing players to customize a digital version of the iX2, BMW is creating a unique and immersive experience that sets them apart from their competitors.
As the automotive industry continues to evolve, it’s clear that digital marketing strategies will play a significant role in engaging with consumers. BMW’s foray into Fortnite demonstrates their commitment to innovation and their willingness to explore new avenues to connect with their target audience.
In conclusion, BMW’s creation of a car customizer in Fortnite is a groundbreaking move that showcases their forward-thinking approach to marketing. By allowing players to customize a digital version of the iX2, BMW is creating an interactive experience that generates excitement and anticipation for their upcoming crossover. This collaboration with Fortnite highlights the increasing importance of digital platforms in reaching new audiences and showcases BMW’s commitment to innovation.