The Become Electric app is the world’s first application to use 360 degree film and sound to cast the user in their own action-packed adventure to save the world. Shot with groundbreaking 360 degree technology, the user’s experience of the app is entirely guided by their device’s movement.

Existing at the intersection of film, advertising, gaming and digital marketing, the app delivers an experience unlike any other, placing consumers at the very heart of the BMW i3 product and BMW i brand.

The film also includes hotspots that give users the opportunity to learn more and a book test drives.

Helping the i3 to become one of BMW’s most successful launches ever, it’s small wonder that the Become Electric app was hailed as ‘The Ultimate Test Drive’ and ‘the future of new car promotion’ by the automotive press. The response to the app underlined BMW’s success in creating a pioneering project worthy of the product it supported.

The Become Electric app had over 12,000 downloads during its initial launch, which contributed to the acquisition of 30,000 prospects and 4,000 test drive requests. This meant that 40% of the prospect target for the entire campaign was achieved even before launch.