The BMW iX2 hasn’t even properly debuted yet, but BMW reasoned it would be nice to unveil the SUV in the video game Fortnite.
The carmaker has opened a virtual headquarters and a showroom complete with a Configurator app in its Fortnite space where players can check out a pre-production version of the iX2 and customize it however they want. The car proper will be presented soon, on October 11.
The partnership between BMW and Epic Games has resulted in a new area called Hypnopolis being added to the game. Lovingly developed by BMW itself, it houses a number of its iconic buildings and structures, including the Bavarian HQ, the BMW Welt, and the BMW Museum.
Once the players complete certain tasks, they get access to the Car Creator app and can customize the iX2. However, only a very limited set of actions is available at this time. You can customize the wrap on the car, the wheel design and the trunk contents. Once the offline premiere takes place on next Wednesday, all customization features will be unlocked.
BMW says it is more than just an opportunity to get new audiences interested in its cars – it is also a chance to be the first among carmakers to communicate with customers in this way.