A virtual space is a great place to take a vehicle out on a test drive - especially when the vehicle is from a luxury brand and way out of reach of most people. A virtual test drive gives fans the opportunity to experience the vehicle in all its power and majesty and feel the adrenalin rush of riding this amazing bike.
The younger demographic is very comfortable on virtual worlds. They are accustomed to donning avatars and stepping into alternate dimensions and winning levels and trophies. And bikes being vehicles that the younger crowd gravitates to, it makes sense for BMW to launch it on a virtual space as well. Some of the people in this particular group may not even be old enough to get a driver’s license. For them, a virtual space where they can ride the bike of their dreams is a great idea. They can push the vehicles to any extent possible, do all the wheelies they want and try any stunt, without getting physically hurt. Why? Even those who don’t know how to ride a bike can take these out for a spin!
Of course they launched it physically too – making it a phy-gital experience that is most popular and the best way to launch a product, help customers experience a brand or just conduct an event these days. So when BMW launched its electric bike, it made a huge roar physically and virtually. There was a physical launch at the Pure & Crafted Festival in Berlin and there was a buzz on the virtual space MetaRide as well.
Test-driving a vehicle or a bike in a virtual space has advantages for the brand – they can study how the bike performs and pick up on any kinks (if any) to set right. It is possible to see how the bike navigates in a certain kind of cityscape or terrain. Brands can also capture data about the audience that is interested in its vehicles.
With virtual worlds and Web3 and augmented reality being new and something of a novelty for customers, using a space like this to catch the attention of audiences, is a smart move. It is an immersive, engaging, interactive and absolutely enthralling experience for customers – and brands would do well to tap into this magic and harness its power to impress their customers.