BMW went all out for the launch of the new BMW X2, a model that will play a big part in the company’s line-up in the future. As customers worldwide want more and more crossovers and SUVs, traditional car makers used to selling sedans and coupes by the truckload have to refocus and offer more of what’s in demand these days. This is where the X2 steps in and BMW made sure to make a splash with its launch, going where no other manufacturer dared before.
One of the most interesting tidbits about the whole marketing campaign surrounding the launch of the X2 was the BMW X2 Holo Experience Tour. Described a while back in an official BMW press release, it mentioned the usage of Microsoft’s Hololens technology as well as big words like ‘holograms’ and ‘interactive’, both being repeated time and time again. We got an initial idea of what the Germans were proposing back then but only recently we managed to test this new tech hands on.
BMW put together a virtual showcase of the BMW X2 and once you have the glasses on, you can actually see the car right in front of you. The size of what you’re seeing can be adjusted and can even go up to a 1:1 ratio. Due to space limitations, our rendering was about the size of a small fridge but big enough so that I could see all the details that set the X2 apart. From the M letter on the M Sport steering wheel inside to different paint finishes and wheel models on the outside, I could basically see the X2 in various configurations as if it was right in front of me.
“The X2 will appeal to a relatively new, young and digitally-savvy target group that is also looking for unique and contemporary experiences from communications”, according to Uwe Dreher, head of Brand Communication BMW. “The Holo Experience delivers the desired technical wow-effect, which we hope will maximize our appeal to this target group in a fun and entertaining way, using innovative technology.”
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from CPP-LUXURY http://www.cpp-luxury.com/bmw-launches-bmw-x2-using-holograms/?utm_source=rss&utm_medium=rss&utm_campaign=bmw-launches-bmw-x2-using-holograms
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