In September 2021, BMW has welcomed the world in Munich. At the IAA Mobility, the most important event of the year, the brand wants to present its themes of electromobility, circular economy and sustainability.

The focus: young and modern target groups. These care for many things, but not a physical trade show experience. Even if you transfer it to social media. Having grown up with games and smartphones, they would rather immerse themselves in new worlds than stand in line for car novelties.   We fully geared to the needs of young target groups: The opportunity to develop individually, unseen product experiences, world-class entertainment and a surreal, colorful world full of surprises.

With a global, virtual event accessible to all. A platform that is fully A fantastic world that doesn't just virtually replicate a trade show appearance, but opens up new perspectives on brand themes.   Joytopia, a cloud streaming platform built with the Unreal Engine 4, was opened for the first time from September 5 - 12. Web-based and accessible from any device and browser, the interactive metaverse offers one-click access to fantastic virtual worlds in full HD.

The launch with an exclusive Coldplay concert and Christoph Waltz becomes a success: On the first day 152,000 people from 30 countries visited Joytopia and stayed on average 12 minutes and 53 seconds.