In September 2021, BMW has welcomed the world in Munich. At the IAA Mobility, the most important event of the year, the brand wants to present its themes of electromobility, circular economy and sustainability.

Also in the focus: young and modern target groups. But these expect many things, just not a physical trade show appearance. Even if you transfer it to social media.

A fantastic world that doesn't just virtually replicate a trade show appearance, but opens up new perspectives on brand themes. A global, virtual event accessible to all, transforming their digital presence and invites to reimagine today.

A platform fully geared to the needs of young target groups: The opportunity to develop individually, unseen product experiences, world-class entertainment and a surreal, colorful world full of surprises.

We needed platform that is fully geared to the needs of young target groups. Having grown up with games and smartphones, they would rather immerse themselves in new worlds than stand in line for car novelties.

So they have the opportunity to develop individually, get unseen product experiences, world-class entertainment and a surreal, colorful world full of surprises.

We invited users from all over the world to an artful, lively and hyper-real world to explore the future of BMW with their individual avatar. From worlds that were inspired and built from textures of circular materials, to surreal environments that exaggerate the brand’s products

From September 5 - 12, BMW opened their interactive Metaverse for the first time: Joytopia. A web-based, cloud streaming platform on joytopia.com, accessible for all devices.

A home to a series of islands, RE:THINK, RE:IMAGINE and RE:BIRTH, each exploring different themes central to BMW’s visions for the future such as; Circularity, Electro-Mobility, Urban Mobility and Sustainability. With an exclusive performance from Coldplay and Christoph Waltz as a narrator the different environments let visitors explore BMW’s future, while offering a myriad of entertainment and installations filled with stories.

In the first 24 hours, 152,000 people from over 30 countries explored Joytopia. The average time spent in Joytopia was 12 minutes and 53 seconds. On TikTok we reached 48.2 millions with all Joytopia contents.

During the IAA motor show, our platform was the major factor in outperforming all other car brands in sustainability perception by 200%.