Taking a fresher approach German car maker BMW has become the first brand globally to leverage the potential of Snapchat’s “Augmented Trial” lens to let smartphone users experience the first ever BMW X2, anywhere and even before market launch.
With this collaboration, BMW aims to expand its marketing activities through the Snapchat's playful medium which is popular among creative, tech-savvy individuals. As the newest member of the BMW X family, the BMW X2 (with a combined fuel consumption of 6.3 – 4.5 l/100 km and combined CO2 emissions of 144 – 118 g/km) appeals to the young customers who value individuality and lifestyle.
A brief clip shown between user stories or in the “discover” area, directs Snapchat users’ attention to the new BMW X2. If the user accepts the invitation to “swipe up”, their phone camera is activated. The app automatically integrates a 3D model of the BMW X2 into the camera’s field of vision.
In this way, users can already experience the new BMW X2, virtually, anywhere in the world, before it even reaches BMW showrooms. The 3D model is realistically integrated into its surroundings and users can walk around the vehicle to admire it from all angles. They can also use the app to change the paint colour.
In early November, a special face lens for “selfies”, which colours the face with the exclusive BMW X2 Galvanic Gold finish, was available to Snapchatters in Germany, France, Italy, Spain and Britain. The lens was seen over 40 million times by over 13 million Snapchatters. Snapchatters also chose to play with the BMW Lens for on average almost 24 seconds and created over 2.5 million Snaps with the BMW X2 Galvanic Gold Face Lens.
“Snapchat is young and modern – which suits BMW and the BMW X2 perfectly. We wanted to insert ourselves in an organic way into the Snapchat environment and its users’ world. That is the most meaningful way to address our fans in a style that fits the channel and the target group,” said Jörg Poggenpohl, Head of Digital Marketing BMW.
In addition to Snapchat, the BMW X2 “Be the one who dares” campaign is using many other digital marketing channels. In October, prospective customers and fans were able to experience the BMW X2 in an innovative mixed reality application with the Microsoft HoloLens. BMW is also the first automotive brand to use augmented reality in the popular Shazam app.
“Further partnerships with popular apps and internet services will follow between now and the market launch in March 2018,” the company added.