Munich. Two days before the opening of the IAA
Mobility international motor show taking place in Munich on 7 – 12
September 2021, BMW is unveiling its own, globally unique virtual
world: JOYTOPIA. The highlight of the presentation on 5 September will
be an exclusive performance by Coldplay. The British band will play a
virtual concert on the platform.
JOYTOPIA will provide users with an unprecedented concert experience.
As well as being live at the Coldplay performance, fans can also get
actively involved in the event via avatars. They will be able to dance
along with the music through their invented character, get close to
the stage and see the band in action from every angle.
The concert will feature a set list of four Coldplay songs, including
their hit “Higher Power” produced exclusively for the BMW Group. On 5
September the concert can be enjoyed around the clock.
BMW takes brand communications to a new level.
“With JOYTOPIA we have created our own metaverse. This sees us
responding to the demand from our customers for individualised
experiences in the digital space,” says Stefan Ponikva, Vice President
Brand Communication and Brand Experience. “We want to open up a new
dialogue with audiences that shifts the status quo from brand
interpretation to user interpretation. JOYTOPIA is a quantum leap for
the digital world. It enables us to take brand communications to a new
level,” adds Ponikva. JOYTOPIA is a new marketing instrument for the
digital world
Easy access with no registration or password required.
Mobility fans not physically attending the IAA motor show in Munich
and therefore not able to visit the BMW Hubs at Max-Joseph-Platz in
person can actively experience the vehicle vision highlights via
JOYTOPIA. It is a platform all users can access freely via their
browser and the URL http://joytopia.com. It is not
necessary to register with a name, e-mail address and password, and
JOYTOPIA can be used without the need for a special app. However, the
application is optimised for smartphones. The new virtual BMW world
was created in cooperation with “Journee”, a globally leading
technology platform for metaverse experiences.
Academy Award Winner Christoph Waltz to moderate JOYTOPIA
JOYTOPIA guests are welcomed to the platform – which boasts
impressive visual quality – by a virtual fox and are guided through
the surreal worlds. The voice of the fox is that of Hollywood actor
Christoph Waltz. “The future is what happens next and it’s entirely up
to us to make it enjoyable. This was my first encounter with a
metaverse. It’s not called JOYTOPIA for nothing. The joy of… “ says
the Academy Award Winner and alludes to the diversity of the virtual
world. He captivates his audience adding a dose of humour, turning
even factual information into an entertaining experience for visitors
to the site.
JOYTOPIA users will have fun navigating their way independently
through three unique worlds as an avatar, using a map and signposts
for help. The avatars can run, hop or fly, and users can choose their
form and colour. Similarly to other gaming consoles, JOYTOPIA allows
users to interact with other avatars and wave at them, for example. At
public events, users can also create their own spaces. Selfies are
possible, too, and can be posted directly to social media.
The three JOYTOPIA worlds are titled “Re:THINK”, “Re:IMAGINE” and
“Re:BIRTH”. Each deals with themes of central importance for the
future of the BMW Group. These include circular economy, electric
mobility, urban mobility and sustainability.
In the “Re:THINK” world, users are introduced to the building blocks
of the circular economy and the possibilities it brings. Circular
economy is a central component of BMW’s sustainability strategy. The
“Re:IMAGINE” world is the nucleus of the whole BMW brand family and
the stage for important presentations and messages. And “Re:BIRTH”
provides a close-quarters insight into the opportunities for
individual mobility that will open up in cities in the future –
visually showcased here by the MINI Vision Urbanaut. These three
different virtual worlds are complemented by various entertainment
offers and installations.
The website joytopia.com will go live on 5 September at 0:00 hrs CEST.