Smartphone users can now experience the latest addition to the BMW X before the market launch using augmented reality. BMW and Snapchat have teamed up to use AR ads to allow users to try the first ever BMW X2 wherever they are before the model reaches the showrooms.
Fans can use the interactive AR app to view and make changes to a realistic 3D model of the BMW X2. Recently, when BMW started communications with the BMW X2 Face Lens in Galvanic Gold, they reached millions of users across Europe.
BMW, the first automotive brand to venture into augmented reality apps, are developing AR trial ads using Snapchat’s World Lens ads. The AR ads will allow users to see various products in the real world and interact with them.
BMW is working with Snapchat to market its brand in an innovative way that will hold great appeal for tech-savvy users. The AR ads will allow users to project an image of the BMW X2 in the world around them. You can walk around the car and even change the paint job with just a tap.
The “Be the one who dares” BMW X2 campaign is using new and innovative digital techniques to reach BMW fans globally. With this new move, BMW aims to reach new audiences especially the younger generations. According to Jörg Poggenpohl, the move will allow BMW to insert itself into the Snapchat environment organically. This will reach fans in a style that they understand.
BMW hopes that, even if users don’t share the AR ads, they will play around with augmented reality. This will build a brand association and will hold more interest than YouTube videos which users commonly skip after five seconds.
As Snapchat has not been too well from a business perspective, with revenues falling short of projection by $30 million in the last quarter, their target is to increase revenues from the current customer base. It is not yet known, whether this will bear the expected results in the long run. However, this unique approach is sure to attract more users at the start.