When BMW announced the i Series cars a couple of years back I was all ears. As a former BMW owner, I can attest to the quality and design of their automobiles, so the i3 had me intrigued. Just last week I was on the phone to the local dealer asking if they would have a preview model anytime soon, since the car will be available in California early next year. Sadly they said no.
“Become Electric,” is an interactive experience shot in fully immersive 360 degrees that leads you through a unique story that reveals the car over time. As you head through the streets of a foreign city in a race against time the participant picks up a mysterious stranger and engages in a thrilling mission. The goal is to outrun the sinister “Shadows” that are pursuing you and deliver “The Key” as you help the world “Become Electric.” The game is true immersive entertainment, while advertising and promoting the new i3. The promotion for the car and it’s features are cleverly disguised in an immersive game.
Since BMW is launching the “i” series as a sub-brand I bet we see more of this kind of work from them in the future for the i3, and the i8 as well.