BMW is creating its own island within the hit game Fortnite, where players will be able to configure their own digital version of the iX2. With that, the automaker will be the first to allow players of the game to customize a car.
Located on the BMW-created island of “Hypnopolis,” the configurator will be located among the brand-relevant buildings and Easter eggs that dot the gameplay area. Under the double cone in BMW Welt, players will be able to find the Car Creator.
However, they won’t be able to configure their perfect iX2 yet. First, they will have to unlock the ability to customize vehicles by completing a series of challenges. Even after that, they will be limited to what they can do.
Read: New BMW X2 Teases Its Illuminated Grille And Coupe-SUV Shape
That’s because BMW hasn’t fully unveiled the iX2 yet. For now, the vehicle will be covered in camouflage and players will be limited to a limited number of “gamified paint scheme” and rim options, and will be able to pick what’s inside their trunk.
After the crossover makes its debut on October 11, the full configurator will be unlocked. Players will be able to pick from the model’s paint colors, wheels, and interior options.
After customizing their crossover, they will be able to explore the island of Hypnopolis and to play a storyline centered around the iX2. The island is filled with skyscrapers, floating bridges, green spaces, as well as the company’s headquarters, known as the “Four Cylinders,” BMW Welt, and the BMW Museum. The Island Code to enter “Hypnopolis” is 3541-0917-2429.
“Our island in the online video game Fortnite opens up new dialogue opportunities with Next Gen target groups and brings the brand to life in the hands of the players,” said Stefan Ponikova, VP for brand communication and experience. “We are especially pleased that BMW is the first brand to give players the opportunity to customize a digital vehicle in Fortnite.”
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