BMW • Museum Of Sounds
2022 • Web3 • Cars • United Arab Emirates • Middle East
BMW did a campaign called "BMW Museum of Sound" using NFTs to immortalize the sounds of their cars and engage with their die-hard fans.
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The big idea of this campaign was to give BMW M owners a unique opportunity to immortalize the sounds of their cars by turning them into NFTs. By recording the engine sounds at a track-day event and pairing them with unique art renditions, BMW aimed to create a collection titled "BMW Museum of Sound." The NFTs would not only serve as a digital keepsake but also provide access to exclusive events and previews from the brand.
This campaign aimed to ease the transition to electric vehicles for BMW's primary customer base while still celebrating their love for the current generation of cars.
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The challenge of this campaign was to ease die-hard BMW M fans into the transition to electric cars, as they have a strong attachment to the roaring sounds of combustion engines. The goal was to acknowledge their fandom while also educating them about the benefits and perks of the BMW M electric lineup. Additionally, the campaign aimed to capture the attention of fence sitters and loyalists of competitor brands to consider the advantages of driving a BMW.
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The target group of this campaign was BMW M owners and die-hard fans who had a strong emotional attachment to the sound of the BMW M combustion engine. It also aimed to catch the attention of fence sitters and loyalists of competitor brands to consider the perks of driving a BMW.
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The results of the campaign were highly successful. BMW became the first auto brand to successfully launch an NFT of this kind, generating significant attention and positive feedback. The ownership of the NFTs was transferred to the drivers, creating perpetual value and nostalgia for the holders. The NFTs were minted using an environmentally friendly blockchain, appealing to collectors on opensea.io.
The campaign garnered press coverage worth millions, further increasing brand visibility.
Additionally, the campaign led to a spike of 45% in applications for test driving the upcoming electric models, indicating a positive impact on brand perception and interest in the new lineup.
