The BMW Vision iNEXT outlines BMW’s vision of future mobility. The BMW iNEXT World Flight is the visionary event setting for BMW’s visionary approach. Nothing less than the interior of a Lufthansa Boeing 777F cargo plane became the stage for BMW’s embodiment of the car of the future. The cargo plane was converted into a high tech, future driven stage. 400 international media representatives on three continents and four cities experienced BMW future vision of mobility within five days, resulting high media coverage and the introduction of the BMW Vision iNEXT to the world’s public nearly at the same time.

With the Vision iNEXT, BMW is outlining its vision of future mobility. Thus BMW asked for a visionary event setting for the visionary approach. The key objective of the BMW iNEXT launch was to create as much positive publicity as possible in the shortest amount of time. To reach this objective a differentiating and visually attractive concept was desired.

Three continents, four cities in no less than five days: Inspired by Jules Verne’s “Around the World in 80 Days” the BMW iNEXT was brought to the press in a future driven and highly efficient Lufthansa cargo plane kitted out with a high tech presentation setup. The attention-grabbing and logistically challenging presentation started in Munich followed by NYC, San Francisco and Beijing. Due to the tight schedule, the new model could be launched worldwide almost at the same time.

Target audience (consumer demographic/individuals/organisations), Approach

400 carefully selected media representatives in four cities around the globe. All four cities are known and were chosen for their commitment to future mobility. A mix of automotive, tech and business journalists as well as key social media influencers were invited. The aim was to inspire the worldwide public with BMW's new iNEXT and its vision of future mobility.

The BMW iNEXT was presented on three continents, four cities in no less than five days. The entire setup had to be quickly and safely converted from flight to presentation mode for each stopover. After each landing the crew had eight hours to build up the setting and four hours to dismantle the scene before the plane left to the next destination. The concept vehicle was presented on a build-in turntable, surrounded by extraordinary light and video installations.

The visitors where picked-up in groups from the hotels and accompanied through the security check of the airports. After that they were welcomed in the pre-boarding area which was especially setup for the guests. From there they were taken over the airfield to the presentations room inside the of Boeing 777F, where they could convince themselves of the BMW Vision iNEXT. Afterwards they came together with BMW representatives in the launch area.

The large media interest in the presentation of the new BMW iNext is to be emphasized. Especially in German and US media outlets (German: e.g. Bild am Sonntag, Auto Bild, spiegel.de; US: e.g. cnet.com, forbes.com, jalopnik.com). Overall media contacts: 23.89 million on iNEXT. Social media engagement: 60.822 interactions on Social media. Social media interest in the BMW Vision iNEXTgenerated an overall potential reach of almost 42 million, mostly driven by far-reaching blogs as well as Twitter.