Woodcliff, N.J. –
June 21, 2022
– MINI USA has
teamed up with MetaHorizon
Worlds creators to bring a virtual MINI experience called the
MINIverse to life. The MINIverse gives fans the virtual thrill of
customizing and racing a MINI with others in a whole new way.
This is the first time an automotive brand has teamed up with Meta’s
Creative Shop to create a presence in Meta Horizon Worlds, and MINI is
currently one of only a handful of global consumer brands to pioneer a
virtual brand experience with Horizon Worlds creators.
“The MINIverse is yet another milestone in a journey that the MINI
marketing team started about 2,5 years ago in the augmented / virtual
reality field” says Sebastian Beuchel, Head of MINI Brand Management.
Since then MINI piloted numerous AR effects ranging from fun face
filters for the MINI Vision Urbanaut to practical AR effects that
showcase the real world scale of a MINI or invite to customization.
Additional virtual experiences are currently in development and will
be released later in summer 2022.
Debuting at the 2022 Cannes
Lions: International Festival of Creativity, the MINIverse
experience will be available in Meta Horizon Worlds as of June 21,
2022 to all Meta Quest 2 headset users in the United States, Canada
and the United Kingdom. Upon entering the MINIverse, fans can engage
with others and select their own unique MINI for competitive
Players will have fun customizing their own unique MINI for the
track, including changing its colors, adding bonnet stripes, and
topping it with a contrast roof – one of MINI’s signature design
features. Players can also try on different racing suits just like the
ones worn by the MINI
John Cooper Works Race Team in real life, and unlock other MINI
vehicles, including a special electric model as they win more races in
their quest to top the leaderboard and challenge their friends.
Up to four drivers at a time can feel the rush of driving a MINI as
they zip around an exhilarating, gravity defying track. To add to the
challenge and fun, there is room for spectators to engage and either
help or create chaos – press buttons to flick cars off a ramp, or to
block them with “whack-a-mole” style pins, or even to help friends
with timely speed boosts.
People can also experience the MINIverse on their mobile phone
through a new Facebook and Instagram AR effect that brings the racing
experience to the palm of their hand.
Launched in 2021, Meta Horizon Worlds is a free social experience
that allows people to explore, play and connect in new and
extraordinary ways with immersive virtual reality. People can discover
new places with friends, compete in action-packed games and
interactive experiences, and design worlds of their own or be inspired
by others. In Horizon Worlds, people are more than just visitors —
they’re part of what makes it great.
In case of queries, please contact:
Andrew Cutler, Head of Corporate Communications, MINI