BMW Motorrad MetaRide
Winner
Excellence in Brand Strategy and Creation
Brand Communication – User experience
Details
The BMW Motorrad MetaRide is an innovative digital experience that brings the world of motorcycling into virtual reality. As part of the introduction of the BMW CE 02, which took place both offline and within the MetaRide, the Brand Space offers a unique experience and opportunity for direct interaction with the brand. With a focus on reaching new target groups, motorcycle enthusiasts can explore the BMW Motorrad universe, take virtual test rides, and play mini-games in the MetaRide.
The Jury‘s Statement
With MetaRide, BMW Motorrad has created a digital world that invites motorcycle enthusiasts into a virtual reality in which they can explore the world of BMW Motorrad in an innovative way. The combination of virtual test drives and interactive mini-games builds a bridge between the traditional motorcycle experience and the digital future. This strategically smart expansion of brand management into Web 3.0 successfully opens up new target groups and strengthens BMW Motorrad’s brand positioning as a pioneer of digital transformation. The holistic and future-oriented approach shows how brands can remain creative and relevant in the digital age.
