Welcoming Lil Miquela into Our World • How BMW Accelerates Innovation in Automotive Marketing

Colliding the physical with the digital world.

People tend to perceive automotive marketing as traditional, lacking novelty and the ability to connect with younger, tech-savvy audiences. Known for its innovative spirit, BMW launched its new all-electric and highly digital iX2 model. With the rise of AI, the metaverse and Web3, we saw a unique opportunity to bridge the gap between the physical and the digital: by letting the iconic virtual influencer Lil Miquela take the wheel and find her way into our world, bringing along her social audience of more than 8.2 million people.