BMW Goes Social With Snapchat Augmented Reality Preview Of X2

The X2 can be previewed by customers on Snapchat by using the social media platform's new Augmented Trial lens. BMW is the first major brand to use Snapchat's new augmented reality feature.

The Augmented Trial lens preview allows Snapchat users to interact with and configure a realistic 3D model of the BMW X2 SUV as they would in a real-life showroom. The feature will allow potential buyers and fans the ability to see how the new X2 would look just about anywhere including their garage or on the road.

This the second time that BMW has used Snapchat in November. Earlier this month, BMW ran a Face Lens campaign which allowed Snapchatters to take a selfie their faces painted in an exclusive BMW X2 Galvanic Gold finish.

The BMW X2 campaign "Be the one who dares" sees the brand use digital platforms to reach its fans around the world considering that the brand is aiming its newest SUV at a younger crowd. The latest addition to the campaign is a TVC that sees the BMW X2 battle a giant robot among many other things.

"Snapchat is young and modern - which suits BMW and the BMW X2 perfectly. We are enriching Snapchat users' digital experience through content they find appealing, with a high recognition value. We wanted to insert ourselves in an organic way into the Snapchat environment and its users' world. That is the most meaningful way to address our fans in a style that fits the channel and the target group," explains Jörg Poggenpohl, head of Digital Marketing BMW.

DriveSpark Thinks!
The BMW X2 is targeted at younger customers who can be found glued to their phones for most of the day. By using digital media platforms including Snapchat, BMW is looking to ensure that these buyers get to experience the car in the environment they are most comfortable in.