BMW keeps it real with virtual influencer Lil Miquela for new campaign for iX2 model

Singapore – Global luxury car maker BMW has launched a new campaign for its upcoming iX2 model, which features virtual influencer Lil Miquela and exposes her digital senses and experiences the joy of driving.

Conceptualised alongside Media.Monks which is part of The Marcom Engine, the campaign’s film is directed by Stefanie Soho from BWGTBLD. In it, one could see Lil Miquela breaking into the real world with the new BMW iX2 and step by step falling in love with human existence. 

Said film ties the campaign back to the brand vision of ‘Freude Forever’, and will be available globally and launched in BMW’s core markets across EMEA, APAC and the United States.

Stefan Ponikva, vice president of brand communication and experience at BMW, said, “People have been creating emotions and personal memories in BMWs for over 100 years. The world and the industry are changing rapidly; Digitalization and electrification are finding their way, not only in the product but also in marketing.”

He added, “These advances are important and in the future vehicles will continue to move real people through real worlds and in addition through virtual worlds. We have made this bridge-building the core of our BMW iX2 campaign and the result touches hearts.”

Meanwhile, Patrick Klebba, executive creative director at Media.Monks, commented, “Amidst all the Web 3.0, Metaverse, artificial intelligence push of the past two years, this crafty piece of storytelling is all about real life. Now Lil Miquela reminds us of what we have, and how beautiful it is, and how lucky we are to have it – this is what we want people to feel.”