The interface and navigation of the site was designed to support a sound experience. The console allowed for minimal clicks before the user is immersed into the sound experience. The back-end of the website loaded in short stints so that the user experience of the sound was seamless and efficient. An abstract ‘visualizer’ that responded to a change of sound acted as a support to the more important sound experience.

The final outcome was a digital immersive experience that allowed users to go on a journey of the senses. The experience was customisable and people got to interact with the website, resulting in their own unique experience. Vehicle brochure downloads and test drives booked with a Tweet showed that engagement levels outperformed expectations with 23% of visitors showing purchase intent, proving that “The Immersion” was both enjoyable and enticing enough to deliver results.

In a world where people value experiences over things, we wanted to present the BMW 2 Series Active Tourer as a lifestyle car that allows people to escape to a richer, more fulfilling place. We created ‘The Immersion’, an interactive site that uses the transporting medium of sound to evoke an emotional connection. Using 3-D binaural recordings of real sounds, we created an authentic sound experience that simulates driving through the mountains, along the ocean and through the bustling city. The interactive microsite allows people to customise their journey, and to sit back, close their eyes and experiencing a beautiful journey without ever leaving their desk.