BMW: Hypnopolis
Open the game- Brand
- BMW
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Mini-games
- Agency
- Jung von Matt/next
Objective
BMW needed to generate pre-launch buzz for the new iX2 electric SUV among next-generation audiences through gaming platforms. Fortnite offered direct access to a highly engaged demographic while positioning BMW's innovation and future vision in the digital-first space.
Solution
BMW partnered with Jung von Matt/next to create Hypnopolis, a custom Fortnite island where players complete challenges guided by Julia, a custom BMW electric mechanic character. The centerpiece was a first-ever Car Creator tool in Fortnite, allowing players to customize the digital BMW iX2 with both authentic BMW parts and fantastical options (burger rims, galaxy paint). The experience included mini-games, a car race, and Easter eggs embedded in BMW architectural landmarks. The Hypnopolis island launched October 4, 2023, with expanded customization options following October 11, 2023.
Results
100,000 visits during the launch window. Average playtime of 30 minutes per session. The campaign established a 3-year brand engagement timeline. BMW became the first brand to feature in-game vehicle customization in Fortnite.
