WORK

BMW Hypnopolis

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CLIENT

BMW

PROJECT TYPE

SERVICES

Creative, Production, Events

OVERVIEW

BMW partnered with Atlas Creative to bring their BMW-centric Hypnopolis world to life on Fortnite.

CHALLENGE

When creating a Fortnite experience that integrates a brand, it's crucial to adhere to the platform's Creative Mode guidelines and technical limitations. This ensures that the experience is compatible with the game's engine and doesn't disrupt the gameplay for other players. Additionally, the experience should be accessible and enjoyable for players of all skill levels, regardless of their experience with Fortnite or the brand being integrated. Finally, it's important to maintain a balance between brand integration and gameplay integrity. The experience should seamlessly incorporate the brand's elements without compromising the core gameplay mechanics or detracting from the overall player experience.

SOLUTION

Create a BMW-themed race track or stunt course, allowing players to experience the thrill of driving BMW vehicles in a virtual environment. Introduce BMW-branded vehicles as in-game items, race with friends, all while completing quests throughout the map. The atmosphere should be fun and exciting, but also filled with surprises that evoke the thrill of cars and technology while exploring the futuristic city of Hypnopolis. The setting should be a beautiful summer’s day, the sort of day where you wake up in your house refreshed after an amazing night’s sleep and can’t wait to get outside and explore. We want the gameplay experiences to feel authentic and rewarding to Fortnite players, that will teach players about the BMW brand - and be fun at the same time!

BMW wanted to bring the thrill of cars to a younger audience by creating a Fortnite map to promote their newest vehicle. Our aim with this BMW game on Fortnite Creative was to provide a unique and exciting way for players to experience and interact with BMW products.

We wanted to showcase the high-quality engineering and design of BMW cars in a fun and engaging way. By integrating BMW vehicles into the Fortnite Creative platform, we are offering a new and innovative way for players to connect with the brand and experience the thrill of Hypnopolis, a futuristic city in a BMW world.

Our goal was to provide an immersive and enjoyable experience that will appeal to both BMW enthusiasts and casual gamers alike, and ultimately strengthen the relationship between BMW and its fans.

MAIN GOALS

Brand Awareness:

The game provides an opportunity to showcase BMW's new car and brand in a fun and engaging way, potentially reaching a new audience that hasn’t been reached using traditional marketing campaigns.

Product Promotion:

The game allows players to interact with BMW's latest car in a virtual setting, which can generate interest and excitement about these products.

Engagement and Interaction:

The game provides a way for players to engage with the BMW brand beyond traditional marketing channels, such as through social media, word-of-mouth, and direct interaction with the game.

Differentiation:

By integrating BMW vehicles into the Fortnite Creative platform, the game offers a unique and innovative way for the brand to stand out from its competitors and demonstrate its commitment to innovation and cutting-edge design.