BMW
Agent X1: a spy-mission web game for the new BMW X1
For the BMW X1 launch at GIIAS 2023, visitors scan a QR code at the car and become Agent X1. A mysterious voice briefs them, and each mission is a real X1 feature to discover, ending with a vault to unlock and a gift to claim.
Goals
- Pull visitors to the X1 on a busy show floor
- Teach the X1's key features through play
- Collect light profiling data from interested visitors
The story
- The missions
Pack the boot to its full 1600 litres, say “Hey BMW, open the sunroof” to try the voice assistant, and crack the vault. Every mission points back to something real on the X1.
- The journey
It runs in the browser on bmw.com, no app needed: scan, play at the stand, and claim the special gift at the end of the story.
