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PHOTO CAPTION: BMW i3 electric car.

BMW to Use 360 Degrees Interactive Film App to 'Become Electric'

Using state-of-the-art technology, BMW's new 'Become Electric' App will provide users with an exciting, Hollywood chase film-like virtual test drive of the i3 electric car.

Published: 10-Sep-2013

WCRS, as part of EngineDare, has teamed with Mustard Films and Tool to create the world’s first interactive 360° film for the launch of BMW’s first electric car, the BMW i3.

The BMW i3 is the first model within the BMW i range and combines intelligent lightweight engineering and premium sustainable materials, with the pure pleasure and thrill of fully-electric driving.

And to advertise the arrival of the world’s most innovative electric car, BMW commissioned an equally innovative mobile experience. This takes the form of the ‘virtual test-drive’, an interactive film for smartphone and tablets shot by Emmy Award-winning Director, Jason Zada.

The unique short film invites users to assume the position of driver and supporting actor in a dramatic, fast-paced race to save the world. Shot in 360 degrees and using 360 degree sound, the film allows the user to explore a fully immersive environment and interact with the action.

To achieve 360° interactivity, Tool’s developers used OpenGL to project the film on a sphere. OpenAL was leveraged to integrate multiple layers of audio – including background music, ambient sounds and dialogue – into an immersive sound experience that changes dynamically based on the user's directional interaction.

Standing at the intersection of film, advertising, gaming and digital marketing, the app delivers an experience unlike any other, placing consumers at the very heart of the BMW i3 product and BMW i brand.

Throughout the film hotspots allow people to find out more about the BMW i3. At the end viewers are prompted to Become Electric and sign up to experience a real test drive.

The new smartphone and tablet app was developed as a native app and will be available on the Apple platform from 9th September with an Android version to follow.

The new BMW i3 is the first model within the BMW i range. Built from the ground up, the BMW i3 combines intelligent lightweight engineering and premium sustainable materials with the pure pleasure and thrill of fully-electric driving.

Download the app here: http://bit.ly/18P6kM2

Nicola Green, BMW i Communications Manager said: “It was very important for us that our marketing activities reflected the innovative nature of the BMW i3. This is just one of a number of bold steps we have taken in our communications approach to support the launch of this car and we really wanted to push the boundaries with this interactive film, to provide users with a truly unique, exciting and innovative experience which ultimately would encourage them to test drive the car.”

Ross Neil, Creative Director at WCRS said: “The BMW i3 is a truly amazing car that is right at the cutting edge of innovation and so we wanted to create communications that reflected this. Our idea was to create the first ever 360° virtual test drive film. By producing it as an App for mobile and tablets we were able to put the viewer in control and give them a unique, personalised experience that would entertain as well as allow them to experience the car, ultimately helping them on their own journey to Become Electric.”

Matt Hichens, Executive Producer at Mustard said: “The BMW i3 film and app has been an amazing, forward thinking, creative project. Director Jason Zada worked closely with the creative team Dan, Rachel and Ross during pre-production to bring the first, 360° all-action car narrative to life. It was innovative and technically demanding in respect to managing the live action logistics, the car chase and storyline within the 360 degree filming techniques but an enjoyable ride. Overall it’s been great to see this ground breaking, digital production come together so smoothly and to finish with a brilliant piece of communication.”

Jason Zada, Director at Mustard/Tool said: “Become Electric is a step in the evolution of storytelling and brand engagement. It's an interactive film that puts you in complete control of saving the world. You are at the wheel of the new BMW i3 electric car for almost the entire film, all while being immersed in a big Hollywood-style movie. ”

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