BMW is using Google Spotlight Stories technology for an innovative way of storytelling, creating a 360° interactive virtual reality brand experience that is broadcasted via YouTube. “Visionary” offers a unique, immersive experience of the BMW vision next 100, the concept study developed for BMW’s centenary in 2016.
“Visionary’ perfectly shows how the BMW Group masterfully applies new possibilities of digital communications, to create intense and amazing experiences”, says Jörg Poggenpohl, Head of Digital Marketing BMW Group. “We are the first automotive brand to use Google Spotlight Stories. This perfectly fits the self-conception of BMW as innovator and creator of the future.”
“Visionary” was jointly created by BMW and the digital agency Jung von Matt. The agency created the concept in close collaboration with Google’s creative team “ZOO”. They were further supported by the production agency Sehsucht that created the 3D design as well as the scenic environment for the story.
BMW is using Google Spotlight Stories technology for an innovative way of storytelling, creating a 360° interactive virtual reality brand experience that is broadcasted via YouTube. “Visionary” offers a unique, immersive experience of the BMW vision next 100, the concept study developed for BMW’s centenary in 2016.
Max Lederer, Director of Jung von Matt: “Innovations require courage – without the trust that we were shown by the BMW Group, the groundbreaking work in creating “Visionary” wouldn’t have been possible. For Jung von Matt this project has been as much a challenge as for the other parties involved. A team of specialists has worked its way through a whole new software, which was simultaneously developed further in Mountain View. Together with the great team of Google in Germany and in the US, a digital lighthouse project has been created, which in the opinion of Jung von Matt represents the future of mobile brand experience: interactive storytelling in the virtual space. The whole project was embedded within the BMW Group centenary campaign “The next 100 years”.
Florian Völlmecke, Interactive Producer Google/ZOO Hamburg on “Visionary”: “The project shows the huge creative potential, which the broadcasting platform YouTube contains regarding brand experiences and virtual reality. Together with the BMW Group and Jung von Matt we have created a unique interactive experience for automotive fans and YouTube users worldwide.
Google Spotlight Stories is a mixture of Storytelling and mobile virtual reality. A 360° view function changes the smartphone into a window to another world. Interactivity is provided through sensors included in the smartphone (gyroscope, touch, etc.). The user navigates through the video experience and can additionally explore subplots and activate other perspectives. Google Spotlight Stories is compatible with Google Cardboard. Once established, the same story is available for iOS users within the Spotlight Story App and for Android users additionally through the YouTube app. For desktop and mobile web users, a 360° video without interactivity features will be provided as fallback option.
Image over the headline.- Caption of the “Visionary” 360º video. © BMW.
Related external links:
The ideas behind the BMW VISION NEXT 100
