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Bmw Motorcycle Eye Ride

基本信息
行业: 汽车及相关服务
媒体:网络
投放:德国
风格: Minimalism
说明cnen
Execution
Eye Ride was first installed and placed into operation at the BMW Welt in Munich on March, 12. 2016, the official start of the motorcycle season. Ever since then, there are three Eye Ride sets circling events, fairs and expositions and a growing amount of Eye Ride sets are being installed at retailers and at points of sale.Eye Ride was developed and tested with Oculus Rift hardware. After finishing the development, the Samsung head gear was implemented. Apart from the high-resolution virtual reality headset, Eye Ride sets also consist of surround sound headphones, a force feedback backpack and a motorcycle.Ever since its first implementation at points of sale, retailers, events, fairs and expositions, Eye Ride is creating an emotional and physical impact without the costs and logistics of providing real test rides and enables consumers to pay for their driver’s license with their passion for riding.
Outcome
With Eye Ride as a permanent part of BMW Motorrad’s future retail concept, BMW Motorrad reaches motorcycle enthusiasts, but more importantly consumers who don’t have a driver’s license and/or never rode a motorcycle. Consumers can now actively grapple with riding a motorcycle and the brand BMW Motorrad via a fascinating and thrilling experience. Also, BMW Motorrad proofs its innovative mindset, becomes relevant in the consumers’ minds and effectuates driver’s license applicants, thus creating more potential customers that are already uniquely linked to the brand BMW Motorrad.
Campaign Description
Eye Ride is the first virtual motorcycle test ride by BMW Motorrad. The mobile setup combines a virtual reality headset with real video footage and interactive head tracking. This enables anybody – no matter what age, driver’s license or skill – to experience an extreme realistic motorcycle feeling.Eye Ride is used to attract new target groups for motorcycling. Those who try Eye Ride and reach a certain pulse receive a supplementary payment for a motorcycle license. Thus, BMW Motorrad enables consumers to pay for their driver’s license with their passion for it.
Strategy
Eye Ride is part of BMW Motorrad’s future retail concept and was developed to access new target groups: Riding a motorcycle is all about passion and Eye Ride finally makes this passion accessible to anyone. Whoever tries Eye Ride truly experiences what it means to make life a ride, the claim of BMW Motorrad. And by not only letting consumers experience the passion, but by also enabling them to pay for their driver’s license with it, BMW Motorrad encourages and recruits entirely new target groups of potential motorcyclist.
Synopsis
Recruiting new riders is the biggest challenge among motorcycle companies. With Eye Ride, BMW Motorrad wants to take the lead in that race.Technology has always played a major role during the 90 year long history of BMW Motorrad. Today, with Eye Ride, BMW Motorrad probably set one of the most important milestones: For the first time, technology makes riding pleasure accessible to anybody: According to BMW Motorrad’s insight “Once you ride a motorcycle, you will love it forever.”, Eye Ride enables people to fall in love with riding without actually having to ride.
制作信息
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其他职位:Junior Motion Designer; Maximilian Janda
Screendesign; Richard Wegele
奖项
戛纳国际创意节 2016
入围 移动应用
Virtual Reality Experience
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