BMW Motorrad Metaride

Hybrid launch of the BMW CE 02 - in the metaverse and in reality

The briefing

For the launch of the new BMW CE 02, it was both a challenge and a goal for BMW Motorrad to address a completely new target group.
In order to do justice to this, the brand experience was to be brought into Web 3.0 – via the first product launch of a motorcycle brand in the metaverse!

Increasing awareness of the BMW Motorrad brand and the new BMW CE 02 and tapping into new target groups

Creating a completely new user experience in the metaverse

Maximize target group loyalty - especially in previously untapped target groups

Proving innovation leadership

The implementation

We have created a pioneering case in Web 3.0 communication: the BMW Motorrad MetaRide!

The BMW Motorrad MetaRide is a virtual reality that serves as a platform for users and fans to experience the BMW Motorrad brand.
Users can find out everything about the BMW CE 02 and other related products from the brand on five different levels.

With a mix of gaming and experience, we meet the interests of the target group:

Digital test drives with the BMW CE 02

Mini-games, treasure hunts with BMW tokens & a 100% digital CE 02 jacket for your own avatar

Leaderboard for the fastest riders

The results

With the BMW Motorrad MetaRide, we set new benchmarks in user involvement – in BMW Motorrad’s top sales markets!
New target groups were successfully reached and inspired – especially gaming and tech-savvy users with GenZ demographics.
In addition, we achieved worldwide press coverage both inside and outside the automotive industry.

More than 34,000 visitors

Average Time Spent per User: 10 minutes

Highest reach in the focus markets of the BMW CE 02: Germany, France, Spain & Italy

Massive reach via the motorcycle and trade press: more than 50 published articles

Awards:

2x Winner @ German Brand Award: "Innovation of the Year" & "Brand Communication - User Experience"

Finalist @ Golden Award of Montreux: "Digital Innovation"

Shortlist @ Digital Communications Award: "Digital Experience"

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Community Feedback

"The BMW Motorrad Metaride Spatial is a masterpiece of design and technology. A perfect combination of style and performance for motorcycle enthusiasts. Impressive!"

"It's exciting to see BMW Group pushing the boundaries and leveraging web3 technologies to create a new dimension of customer engagement."

"That's an innovative approach indeed! 'MetaRide' presents a compelling blend of real-world branding and immersive digital experience that the metaverse offers."