BMW and Microsoft are transforming part of the “Be the one who dares” campaign for the new BMW X2 into a fun high-tech experience. In a unique mixed reality application, the two partners are weaving physical reality and digital content into an experience exclusively available on Microsoft HoloLens. The BMW X2 Holo Experience and Microsoft HoloLens immerse users in the world of the BMW X2, where they can get to know the new model in an interactive way.

Fun challenges alternate with creative elements. For example, the BMW X2 must be guided out of a maze or can be given a new color in a paint tank. The BMW X2 Holo Experience revisits elements of the campaign to ensure high recognition value and ends with a holographic selfie for the user’s own social media channels. Prospective customers can then take the BMW X2 for a test drive.

“The X2 will appeal to a relatively new, young and digitally-savvy target group that is also looking for unique and contemporary experiences from communications”, according to Uwe Dreher, head of Brand Communication BMW. “The Holo Experience delivers the desired technical wow-effect, which we hope will maximise our appeal to this target group in a fun and entertaining way, using innovative technology.”

“Mixed reality enables companies to take the next step in the process of digitization”, explains Michael Zawrel, Senior Product Manager Mixed Reality & HoloLens Germany. “The BMW X2 Holo Experience shows how companies can bring their products to life by blending the physical and the digital world in a totally new way.” The BMW X2 Holo Experience, based on Microsoft HoloLens and Windows Mixed Reality, will be available internationally at selected BMW dealers, in exclusive “closed rooms” and formats such as the Brand Experience Center.

Visitors can already experience the BMW X2 in digital form at the BMW branch in Berlin, the BMW branch in Munich and the Automag München or the Brand Experience Center in Zurich. Based on in-depth data analysis, BMW is reaching out to its fans, customers and prospects in their respective digital lives – with highly relevant customized content. An affinity for film and music, as well as gaming and new technologies, are an essential aspect of the urban, cosmopolitan target group that the Holo Experience appeals to in an optimal way with highly relevant content.