BMW iX will be launched in Brazil from the metaverse

Deepak Gupta
Deepak Gupta January 25, 2022
Updated 2022/01/25 at 7:02 AM

The metaverse is being one of the main focuses of some companies that want to insert products in the virtual world. Disney, for example, intends to break down barriers between the real and virtual worlds by bringing the concept to visitors to its parks. Now, through a communiquéthe BMW Group announced that it will present the model BMW iX in Brazil, with a live test drive at metaverse.

The smart car will be launched at an event that takes place today (24), starting at 8 pm, through the official Nobru gamer channel on Twitch. In addition to the streamer, the event will feature the presence of journalist Cris Amaral.

The broadcast organized together with will anticipate the visual, sustainability and innovation resources for those interested in the model co-created between BMW and Ogilvy Brasil.

Thus, the brand will be the first to anticipate a launch through Twitch’s virtual environment. Using resources from the metaverse, the model will be inserted into a gamified environment, enabling interactions with augmented and extended reality.

New era of mobility

BMW do Brasil’s Head of Marketing and CRM, Jorge Junior, stated that the iX intelligent model is automatically updated via the internet connection and also has machine learning and AI resources. “It’s a symbol of a new era of premium mobility,” said Junior.

The executive also concludes: “The launch is in line with the future generation of automobiles that is redefining the relationship between vehicles and people, so we reproduce and anticipate the launch of the car. With this concept, we think of an unprecedented dynamic to explore digitalization and anticipate the experience for customers.”

Model BMW iX (Image: Publicity/BMW)

Representing Ogilvy Brasil, creative director Ricardo Sciammarella highlighted the evolution that the new vehicle will bring to the country.

“The new BMW iX is the evolution from automobiles to smart cars. In a market that is still traditional in the communication and marketing of its launches, we found a native and disruptive way, as well as the model, to show its differentials. Presenting it on Metaverso for the first car launch on Twitch in Brazil shows the brand’s innovative DNA,” said Sciammarella.

With the new intelligent vehicle, BMW intends to start a new era of mobility and technology in Brazil. The brand has confirmed that the BMW iX will be on sale at dealerships from the second quarter of 2022.

To watch the live stream, visit the website or search for the name of Nobru’s channel through the Twitch app on your smartphone.


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Source: BMW Group

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