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Downtown Manhattanites are being treated to an interactive look at the new BMW X6 crossover. No, they aren’t taking the actual car for a test spin. Rather, they are using touch screens to manipulate a holographic view of the interior and exterior of the vehicle.
For the next six weeks, the X6 will appear as an interactive hologram inside a 10-foot square in the lobby of Manhattan’s World Financial Center. In coming weeks, it will travel to other locations in downtown Manhattan.
Employing patented technology from Dutch advertising company viZoo, the 2008 BMW X6 will be projected in three dimensions, appearing as a hologram inside a ten-foot square, BMW-branded enclosure. Inside the light-controlled space, an animation suggesting the vehicle’s unique combination of coupe agility and sports activity vehicle versatility runs on a loop.
“Busy finance executives represent an important sampling of the target consumers for the new BMW X6,” said Jack Pitney, vp, marketing, BMW of North America. “Since these prospective buyers rarely have time to visit a dealer showroom, our virtual tour allows them to experience the performance, agility and utility of the X6 by bringing the showroom to them.”
An interactive touch-screen inside the enclosure will allow people to manipulate the vehicle hologram to view different angles, experience the interior, explore the vehicle features, and get a sense of the generous cargo space.
BMW is also bringing the X6 to the West Coast, partnering with Variety magazine for a series of parties where the X6 will be on display.
Other aspects of the X6 campaign include sponsorship of the Consumer Electronic Association’s Digital Hollywood conference in Los Angeles, with a vehicle being placed in the grand ballroom of the Renaissance Hollywood Hotel. Ads are also running on the Captivate Network, which delivers news and entertainment to screens in the elevators of office buildings in 23 U.S. markets.
A media partnership has been forged with CNBC-TV to help further the BMW X6’s reach among members of the financial and business community. On the television news network, the new BMW X6 will drive across the top of the screen as part of a reverse stock ticker - a first for any advertiser.
Print ads will run in business and lifestyle magazines, including Forbes, The Economist, Robb Report, and the New Yorker.
A specially designed BMW X6 website for Apple iPhone users has also been created.
The X6 has limited availability within the U.S. Fewer than 10,000 of the vehicles will be available in this country.
BMW spent $154 million on U.S. ads last year (excluding online), up 7 percent from a year earlier, writes Brandweek.
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