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.
To support the launch of the i3 BMW has developed a very cool interactive campaign in the form of a fully immersive interactive film available for iOS and Android.
“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.
At the end of the day, the new Frankenweenie iPad interactive book is really a big ad for Disney’s upcoming movie release. With that said, it is one of the best ad wrapped in an iBook experiences I’ve seen in a while. The content is engaging and relevant to the film. It gets the audience hyped about the film beyond anything standard broadcast and print ads could do, and it’s really fun. When was the last time you could say and advertisement was fun, or memorable, or something you would want to keep around and look at later? I could see this kind of rich storytelling experience becoming a new trend in promotional advertising. Especially since the content can be updated repeatedly through out the life cycle of the film.