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Innovation
 

Joytopia

BMW AG

Issue 62 | March 2022

Background

With physical world brand contacts proving tricky in 2021 and modern target audiences demanding individualized experiences in the digital space, BMW unveiled its own unique virtual world, Joytopia, in September 2021. Coldplay gave a virtual concert in the platform. Fans could invent an avatar for themselves to attend and dance to the music, watching the band from every angle.

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