Munich, June 18, 2024 – Right from the start of the collaboration for BMW Motorrad’s first appearance in the Metaverse, it was clear that the first miles on this innovative journey would be a virtual test track for BMW Motorrad and the creative team at LOBECO, which has been developing digital communication strategies for international companies for ten years now. The BMW Motorrad MetaRide campaign for the product launch of the BMW CE 02 is the result of a close collaboration with Metaverse architect Jakub Jekiel. He is a renowned designer in both the real and virtual worlds and also teaches virtual reality programs at the University of the Arts in Amsterdam.
Interactive brand experience 3.0 brought to the road with plenty of horsepower
The German Brand Award in the categories Brand Innovation of the Year and Brand Communication – User Experience went to the LOBECO team, as the company successfully realized the first hybrid product launch in the metaverse and in the real world together with BMW Motorrad – and was thus able to attract and inspire new target groups.
The BMW Motorrad Metaride is a virtual reality platform that creates exciting worlds of experience for users and fans alike. Users can learn more about the BMW CE 02 and other brand products on five different levels. The experience offers a variety of functions and mini-games. Since the world premiere in July last year, the community has responded positively across the board, recording more than 30,000 visitors and an average visit time of over nine minutes.
Brand communication becomes even more tangible
With the BMW Motorrad MetaRide, the project team has created a new and highly immersive digital experience platform – including the first digital motorcycle test ride on the Spatial platform. To effectively appeal to young tech-savvy people, BMW Motorrad deliberately chose the Web 3.0 route and created an interaction space that combines product information with gaming elements.
“We are very proud that BMW Motorrad trusts us to consistently develop the brand via new digital platforms and communication channels. We are convinced that Web 3.0 will open up completely new opportunities for brands – we are only at the beginning. The BMW Motorrad MetaRide is a first, highly innovative case that shows the way forward,” says Lorenz Beringer, founder and CEO of LOBECO.
In recent years, BMW Motorrad has taken on a pioneering role in the digitalization of the brand and its product communication. This includes the realignment of product launches as well as the conquest of the next generation on Tik Tok. The brand has won 12 prestigious awards since 2021, both in German-speaking countries and internationally.
