Bmw Motorcycle Eye Ride|短视频|广告营销案例【ADGuider广告指南】

宝马摩托车 Eye Ride

案例简介：执行 Eye Ride 于 3 月 12 日在慕尼黑的 BMW Welt 首次安装并投入运营。2016，摩托车季正式开始。从那以后，有三个护眼套装围绕着活动、交易会和博览会，越来越多的护眼套装正在零售商和销售点安装。 eye Ride 是用 Oculus Rift 硬件开发和测试的。完成开发后，三星头齿轮实施。除了高分辨率虚拟现实耳机，Eye Ride 系列还包括环绕声耳机、力反馈背包和摩托车。自从它在销售点、零售商、活动、交易会和博览会上首次实施以来,Eye Ride 正在创造一种情感和身体上的影响，而不需要提供真正的测试游乐设施的成本和物流，并使消费者能够用他们对骑行的热情来支付驾驶执照的费用。结果随着 Eye Ride 成为宝马 Motorrad 未来零售概念的永久部分，宝马 Motorrad 触及摩托车爱好者, 但更重要的是，没有驾照和/或从未骑过摩托车的消费者。消费者现在可以通过迷人而激动人心的体验积极应对骑摩托车和宝马 Motorrad 品牌。此外，宝马 Motorrad 证明了其创新的心态，在消费者心目中变得相关，并影响驾照申请人，从而创造了更多已经与宝马 Motorrad 品牌有独特联系的潜在客户。活动描述 Eye Ride 是宝马 Motorrad 的第一个虚拟摩托车试驾。移动设置将虚拟现实耳机与真实视频镜头和交互式头部跟踪相结合。这使任何人 -- 无论什么年龄、驾照或技能 -- 都能体验到一种极端真实的摩托车感觉。Eye Ride 被用来吸引新的摩托车目标群体。那些尝试驾驶眼睛并达到一定脉搏的人会收到摩托车执照的补充付款。因此，宝马 Motorrad 使消费者能够用他们对驾照的热情来支付驾照费用。战略 Eye Ride 是宝马 Motorrad 未来零售概念的一部分，旨在接触新的目标群体: 骑摩托车是关于激情的，Eye Ride 最终让任何人都能接触到这种激情。任何尝试 Eye Ride 的人都会真正体验到让生活成为一次旅行意味着什么，宝马 Motorrad 的说法。宝马 Motorrad 不仅让消费者体验到这种激情，还让他们能够用这种激情支付驾照，从而鼓励和招募潜在摩托车手的全新目标群体。概要招聘新骑手是摩托车公司面临的最大挑战。随着 Eye Ride，BMW Motorrad 希望在这场比赛中领先。在 BMW Motorrad 90 年的历史中，技术一直扮演着重要角色。今天，有了 Eye Ride，BMW Motorrad 可能树立了最重要的里程碑之一: 科技第一次让任何人都能享受骑行乐趣: 根据宝马 Motorrad 的洞察力，“一旦你骑摩托车，你将永远喜欢它。”Eye Ride 使人们能够爱上骑马，而无需实际骑。

宝马摩托车 Eye Ride

案例简介：Execution Eye Ride was first installed and placed into operation at the BMW Welt in Munich on March, 12. 2016, the official start of the motorcycle season. Ever since then, there are three Eye Ride sets circling events, fairs and expositions and a growing amount of Eye Ride sets are being installed at retailers and at points of sale.Eye Ride was developed and tested with Oculus Rift hardware. After finishing the development, the Samsung head gear was implemented. Apart from the high-resolution virtual reality headset, Eye Ride sets also consist of surround sound headphones, a force feedback backpack and a motorcycle.Ever since its first implementation at points of sale, retailers, events, fairs and expositions, Eye Ride is creating an emotional and physical impact without the costs and logistics of providing real test rides and enables consumers to pay for their driver’s license with their passion for riding. Outcome With Eye Ride as a permanent part of BMW Motorrad’s future retail concept, BMW Motorrad reaches motorcycle enthusiasts, but more importantly consumers who don’t have a driver’s license and/or never rode a motorcycle. Consumers can now actively grapple with riding a motorcycle and the brand BMW Motorrad via a fascinating and thrilling experience. Also, BMW Motorrad proofs its innovative mindset, becomes relevant in the consumers’ minds and effectuates driver’s license applicants, thus creating more potential customers that are already uniquely linked to the brand BMW Motorrad. Campaign Description Eye Ride is the first virtual motorcycle test ride by BMW Motorrad. The mobile setup combines a virtual reality headset with real video footage and interactive head tracking. This enables anybody – no matter what age, driver’s license or skill – to experience an extreme realistic motorcycle feeling.Eye Ride is used to attract new target groups for motorcycling. Those who try Eye Ride and reach a certain pulse receive a supplementary payment for a motorcycle license. Thus, BMW Motorrad enables consumers to pay for their driver’s license with their passion for it. Strategy Eye Ride is part of BMW Motorrad’s future retail concept and was developed to access new target groups: Riding a motorcycle is all about passion and Eye Ride finally makes this passion accessible to anyone. Whoever tries Eye Ride truly experiences what it means to make life a ride, the claim of BMW Motorrad. And by not only letting consumers experience the passion, but by also enabling them to pay for their driver’s license with it, BMW Motorrad encourages and recruits entirely new target groups of potential motorcyclist. Synopsis Recruiting new riders is the biggest challenge among motorcycle companies. With Eye Ride, BMW Motorrad wants to take the lead in that race.Technology has always played a major role during the 90 year long history of BMW Motorrad. Today, with Eye Ride, BMW Motorrad probably set one of the most important milestones: For the first time, technology makes riding pleasure accessible to anybody: According to BMW Motorrad’s insight “Once you ride a motorcycle, you will love it forever.”, Eye Ride enables people to fall in love with riding without actually having to ride.