BMW makes it real with virtual creator Lil Miquela in latest campaign

German automaker BMW has unveiled its latest iX2 campaign featuring virtual creator Lil Miquela, to create an immersive experience for its target audience. 

Also known as ‘Make it Real’, the campaign idea aligns with the brand vision of “Freude Forever”. It will be available globally and launched in BMW’s core markets across EMEA, APAC and the United States.

Done in collaboration with creative agency Media.Monks and director Stefanie Soho from BWGTBLD, the campaign features a short film utlising an existential tone, which sees Lil Miquela breaking into the real world with the new BMW iX2 and gradually falling in love with human existence. The films and stills will be shown online as part of a wider digital and social media campaign.

Stefan Ponikva, vice president, brand communication and experience, BMW, said: “People have been creating emotions and personal memories in BMWs for over 100 years. The world and the industry are changing rapidly; Digitalisation and electrification are finding their way, not only in the product but also in marketing.”

“These advances are important and in the future vehicles will continue to move real people through real worlds and in addition through virtual worlds. We have made this bridge-building the core of our BMW iX2 campaign and the result touches hearts,” he added.

Meanwhile, Patrick Klebba, executive creative director at Media.Monks: “Amidst all the Web3, Metaverse, artificial intelligence push of the past two years, this crafty piece of storytelling is all about real life. Now Lil Miquela reminds us of what we have, and how beautiful it is, and how lucky we are to have it – this is what we want people to feel.”

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This is not BMW's first initiative to contribute to its digital vision. Recently, the BMW Group created a virtual city of the future with the island "Hypnopolis" on Fortnite, an online video game developed by Epic Games. In a storyline centered around the BMW iX2, it held various challenges in store for gamers and offered an array of tools for creating games and gaming experiences. 

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