Wednesday, July 6, 2022

Art Directors Club awards innovative BMW streaming platform JOYTOPIA.

Munich. BMW is shaping the future of individual
mobility and is also creating a new and unique brand experience in the
virtual world. With its JOYTOPIA streaming platform, the premium car
manufacturer has created its own metaverse that takes corporate and
brand communication to a new level and has now been awarded a Grand
Prix by the Art Directors Club (ADC) for Germany as the outstanding
innovation of the year in the digital area. On JOYTOPIA, users can
immerse themselves in the virtual world of BMW and collect individual
experiences in digital space with their avatar. JOYTOPIA is freely
accessible to all fans worldwide and gives them a “massive
multiplayer real-time online experience. Mindblowing,
consciousness-expanding. Benchmark” is how the ADC jury rates it.

JOYTOPIA is currently the virtual venue for the world premiere of the
new BMW iX1. With a new digital environment, special effects for the
all-electric Sports Activity Vehicle and advanced avatar technology,
the BMW Metaverse accessible at www.bmw.com/dreams provides an
even more inspiring and multi-faceted digital brand experience. For
example, users can now generate their avatar based on a selfie and
thus transfer their own personality into the metaverse. It is also
possible to equip the avatar with a true-to-the-original hoodie from
the BMW Lifestyle Collection and send it on a voyage of discovery
beyond JOYTOPIA to any other metaverse that also uses Ready Player Me
technology to create avatars.

The JOYTOPIA streaming platform went online for the first time at the
International Motor Show IAA Mobility 2021 – as a digital event on the
worldwide web that gives young target groups in particular a new
perspective on the topics of electric mobility, circular economy and
sustainability and was launched with a virtual concert by the British
band Coldplay. With their self-designed avatar, users were able to
move freely in front of the virtual stage as well as in the BMW theme
worlds, interacting, exploring new products, taking selfies and
posting them on social media. They were welcomed and guided through
the surreal worlds of the JOYTOPIA metaverse by a virtual fox with the
voice of Hollywood actor and Academy Award winner Christoph Waltz.

“Our goal was to create a new brand experience for fans all over
the world in parallel to the real motorshow appearance in Munich,
expressing BMW’s progressive attitude, innovative strength and
readiness for the future,” says Stefan Ponikva, Head of BMW Brand
Communication and Experience. So JOYTOPIA was not simply a virtual
motorshow stand with live streaming presentations, but a completely
digital brand world that permits intensive interaction and dialogue
with the audience and is accessible in full HD resolution on end
devices of any kind, regardless of whether PC, tablet or smartphone,
free of charge and without registration. JOYTOPIA was developed by
Jung von Matt as part of the lead agency The Game and in cooperation
with “Journee”, a leading global technology platform for
metaverse experiences.

Already on the premiere day of JOYTOPIA at IAA Mobility more than
150,000 visits from more than 30 countries registered with an average
duration of almost 13 minutes. In the further course, JOYTOPIA also
achieved around 42.8 million contacts on TikTok. BMW’s own metaverse
played a key role in ensuring that the brand’s sustainability messages
at IAA Mobility achieved a response that was unique in the competitive
environment. The ADC jury was also deeply impressed, rating JOYTOPIA
as “a work that greeted us with a talking fox and left us
completely amazed”.

“With our own metaverse, we have created a platform for dialogue
and interaction with the audience that is a permanent part of our
brand and corporate communication,” explains Stefan Ponikva. At
the Consumer Electronics Show (CES) 2022 as well, JOYTOPIA offered
fans around the world the opportunity to explore the premium
automaker’s latest products and innovations in the digital landscapes
of the BMW Metaverse.

In addition, the forms of presentation developed for JOYTOPIA offer
completely new possibilities for linking experiences in the real and
virtual worlds. Already at IAA Mobility, the JOYTOPIA event was also
integrated into the BMW press conference at the motorshow stand in
Munich. In the run-up to the design fair “Salone del Mobile”
(7. – 12 June 2022) in Milan, the new, all-electric BMW iX1 will now
be the protagonist of a spectacular presentation film, which can be
seen both on a 3D billboard in the northern Italian city and in the
digital world of JOYTOPIA.

Fuel consumption, CO2 emission figures and power
consumption were measured using the methods required according to
Regulation VO (EC) 2007/715 as amended. They refer to vehicles on the
German automotive market. For ranges, the WLTP figures take into
account the effects of any optional equipment.

All figures are already calculated on the basis of the new WLTP test
cycle. WLTP values are used as a basis for the assessment of taxes and
other vehicle-related levies that are (also) based on CO2
emissions and, where applicable, for the purposes of vehicle-specific
subsidies. Further information on the WLTP and NEDC measurement
procedures is also available at www.bmw.de/wltp.

For further details of the official fuel consumption figures and
official specific CO2 emissions of new cars, please refer
to the “Manual on the fuel consumption, CO2 emissions and
power consumption of new cars”, available at sales outlets free of
charge, from Deutsche Automobil Treuhand GmbH (DAT),
Hellmuth-Hirth-Str. 1, 73760 Ostfildern-Scharnhausen and at https://www.dat.de/co2/

In case of queries, please contact:

Corporate Communications

Cypselus von Frankenberg, Product Communication BMW Automobiles

Tel.: +49-89-382-30641

E-mail: Cypselus.von-Frankenberg@bmw.de

Ingo Wirth, Head of Product, Brand Communication BMW

Tel.: +49-89-382-25814

E-mail: Ingo.Wirth@bmw.de

Internet: www.press.bmwgroup.com

E-mail: presse@bmw.de

The BMW Group

With its brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW
Group is the world’s leading premium manufacturer of automobiles and
motorcycles and also provides premium financial and mobility services.
The BMW Group production network comprises 31 production and assembly
facilities in 15 countries; the company has a global sales network in
more than 140 countries.

In 2021, the BMW Group sold over 2.5 million automobiles and more
than 194.000 motorcycles worldwide. The profit before tax in the
financial year 2021 was € 16.1 billion on revenues amounting to €
111.2 billion. As of 31 December 2021, the BMW Group had a workforce
of 118,909 employees.

The success of the BMW Group has always been based on long-term
thinking and responsible action. The company set the course for the
future at an early stage and consistently makes sustainability and
efficient resource management central to its strategic direction, from
the supply chain through production to the end of the use phase of all products.

www.bmwgroup.com

Facebook: http://www.facebook.com/BMWGroup

Twitter: http://twitter.com/BMWGroup

YouTube: http://www.youtube.com/BMWGroupView

Instagram: https://www.instagram.com/bmwgroup

LinkedIn: https://www.linkedin.com/company/bmw-group/

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