BMW Generation X. On a Mission.
Architecture, Best Store Concept
Expeditions to icy heights and remote mountain regions are particularly characterised by weather extremes – precisely the kind of terrain for the all-wheel drive system BMW xDrive. Adventurers who enter these worlds therefore need adequate equipment to successfully complete their mission. For the launch of the new BMW X3, METZLER VATER LIVE turned this idea into the guiding principle for an activating, holistic roadshow concept: "BMW Generation X. On A Mission." lets the participants set off on their very own active expedition in snow and ice, discover the unknown and put the new BMW X3 through its paces at the same time. On-site, A futuristic, high-Alpine "BMW base camp" allowed the participants to fully immerse themselves in the world of a high mountain expedition. The truck-based cube was designed in the style of a modern high-Alpine "BMW base camp". Highlight and "black box" was the integration of a closed room which enabled an exclusive preview of the newly launched BMW X2 (later BMW X4) in a brand world of its own inside the cube. Starting the guest journey, emotional tension was built through the “On A Mission” web app well before the actual live experience: It explained the mission, accompanied it interactively and tightened the communicative clip over the entire period. And, of course, the participants also went on a mission themselves: In a breath-taking, snow-covered mountain scenery, they experienced the BMW X3 on and off the road during the "Mission Drive", while on the "Mission Parcours" they demonstrated their driving skills and got to know the technical highlights of the vehicle – such as the intelligent all-wheel drive system BMW xDrive.
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