At the current GAMESCOM (August 24-28, 2022, Cologne), MINI is the official mobility partner and main sponsor of the "merch area", an exhibition hall reserved for exclusive collectables. The mobility love brand is leveraging the world’s largest gaming event to further bring its brand promise to life and inspire new target groups via gamification.
MINI’s gamescom event has various surprises in store for brand and gaming fans. The Feel-Good concept of the MINI Area in Hall 5.2, Stand B10 / D19, includes numerous seating areas, water and popcorn filling stations, smartphone charging stations and DJ music.
One highlight is the exceptional installation for the new MINI Concept Aceman – the car can be discovered on site in a Pokémon mode. At the show, the popular Pokémin Pikachu takes over the OLED display. Using an innovative projection technology, the Pokémon animation extends across the dashboard, front doors as well as the apron projection. A video showing this digital effect is available on YouTube: MINI x Pokémon Collaboration. As a special eye-catcher, the concept car is also presented in an XXL action pack – designed in the style of a typical transparent collectible box and provided with special design elements.
Another highlight of the MINI event at the gamescom 2022 is the MINIverse experience. In this branded metaverse, users can discover the MINI Concept Aceman on a virtual road trip. Various futuristic-looking districts of the MINIverse invite users to virtually explore the innovative car. The MINIverse can be experienced at the show via VR Glasses; via URL it can be accessed by smartphone or desktop, without any additional installation. Varied multiplayer games offer fans the opportunity to meet up on the online platform and experience the new, virtual MINI world in communion.
Stefanie Wurst, Head of Brand Marketing at MINI, explains: "One of MINI’s great specialties is its positive and forward-looking approach to individual mobility and the unique design of its vehicles. In the MINI of the future, gamification will play an increasingly important role and offer a unique experience for our customers. (…) At gamescom 2022, as an event for modern fandom, gaming and pop culture, we will reach a whole new target group."
Cover image: The new MINI Metaverse ("MINIverse") at gamescom 2022 (Image copyright: BMW Group)
Related topics:
event, event concept, creative event concepts, exhibition booth, trade fair concept, visitor integration, visitor activation, gamification, gaming, brand experience, Metaverse, MINIverse, MINI, mobility, AR, VR, gamescom 2022
(Please note: This news article was translated from the German language. Please excuse any errors. The original text can be found at: eventmasterbook.de)
