BMW is launching ‘Become Electric’, an app that will let potential customers envision what driving, and being the passenger in, the i3 is like. Using the world’s first 360° interactive film, BMW hopes to show what it’s like to drive an electric car.
The app is free on the Apple App Store for smartphones and tablets, and will be accessible from Google Play on September 26, according to Car Model New..
The interactive film was shot in 360° with complete sounds, and it allows the user to navigate a virtual environment by manipulating his/her device.
The film precedes the UK November launch of the i3, and it provides consumers with the feeling of driving the car while also being part of an on-screen drama. The virtual test drive was shot by Emmy Award-winning director Jason Zada, who’s most known for directing ‘Take this Lollipop’, which has received over 100 million views.
Chris Brownridge, BMW UK marketing director, claimed the BMW i3 interactive virtual test drive stands at the confluence on advertising, gaming, film, and digital marketing.
“Become Electric allows consumers to experience the future of mobility in a revolutionary and exciting new way. You are at the wheel of the new BMW i3 electric car for almost the entire film all while being immersed in a big Hollywood-style movie.”
BMW also launched ‘BMW i Genius’ earlier this month, an automated service that interacts with people via text message to aid in finding out more information about BMW i.
The i3 is powered by a 22kWh lithium-ion battery and a 125kWh electric motor that gets the car to 37mph in 3.7 seconds and to a to speed of 93mph. Range varies between 80-100 miles with recharges taking between 30 minutes and 10 hours, depending on the level of desired charge. Next year, there will be a range-extended model that will feature a 50cc two-cylinder four-stroke gas engine in addition to the battery pack.––Paul Duchene
