The first-of-its-kind digital tool combines AR, voice recognition, and a chatbot to help customers explore the BMW range of plug-in hybrid electric vehicle (PHEVs)
Using their smartphones to access the BMW Virtual Viewer in their mobile browser, users can instantly place a new BMW PHEV X5, X1, or 3 Series Touring anywhere in their home (or driveway/garage) and see what it would look like in actual size. They can customize the car, pick a color, choose alloys, and tweak the interior. They can play with the car, open the doors, turn the lights on, or even turn on the radio. Users can also discover the inner workings in X-Ray view and see how a PHEV switches between petrol and electric mode.
“At BMW we want to ensure that we introduce digital tools in a way that really helps prospective customers along their decision journey when choosing a car, whilst ensuring it’s fun and user friendly. This AR work has been designed to be engaging to use, from the navigation through to the built-in quizzes. We’re excited to launch it showcasing three of our plug-in hybrid cars and the technology they offer,” says Sophie Chiappe, BMW UK Brand Communications Manager.
The BMW Virtual Viewer is the first experience of its kind to offer hands-free voice navigation. Simply by talking to the BMW chatbot users can explore every aspect of the experience, ask questions about the PHEV range or electric/hybrid driving, and put themselves to the test with a few playful quizzes. It’s almost like the voice-activated BMW Intelligent Personal Assistant in a genuine BMW.
BMW has experimented with multiple methods of delivering AR experiences to promote its products. It broke ground as the first company to use the Augmented Trial Lens in Snapchat. The company has also launched the BMW i Visualizer app for iOS and Android that enabled prospective buyers to view customized models in their physical space via ARKit and ARCore, respectively.
Its latest tactic follows the path blazed by Toyota in leveraging web-based AR, which does not require consumers to install an app or be a member of a social network like Snapchat or Facebook.
What we’re really excited about seeing, though, is how BMW and other automakers are bringing new AR features to their vehicles, such as the windshield concept BMW previewed previously. But using AR in marketing is a great start.
As AR keeps on evolving, more and more opportunities are opened for businesses to connect with their customers. AR took advantage and has grown fast, now we are even able to fit entire showrooms in our phones. Are you ready to find new ways to use AR and other XR technologies? At CaptivatAR we look toward the future of XR and turn it into the present. Contact us!