BMW announces 'Hypnopolis' in Fortnite

BMW has announced the launch of its own island in Fortnite with a trailer as part of the Unreal Fest. The "Hypnopolis" experience will offer various challenges in a storyline based around the new BMW iX2.

It was a short trailer, but the message was clear: the trailer ends with the words "A new experience. BMW is coming to Fortnite." But even before that, it was clear that the Munich-based carmaker had created its own world in Fortnite and would be launching it. The island is called "Hypnopolis".

Now, BMW has revealed more details about the project. "Hypnopolis is a virtual city of the future that players can explore. Hypnopolis" offers various challenges in a storyline that revolves around the new BMW iX2.

The presentation of the BMW iX2 is a world premiere, as the car can be seen and designed in the gamified Car Creator before the actual communication launch. At today's launch of the Experience, the BMW iX2 is still a prototype and can only be customised with a limited range of paint finishes, rims and boot contents. After the communication launch on 11 October, the standard paint finishes, rims and more will also be available in the Car Creator,

"We are designing creative interactions and individual experiences that reflect the innovative power of BMW in the digital world. We are using the potential of Web 3.0 to intensify the digital brand experience and create an active community," says Stefan Ponikva, Vice President BMW Brand Communication and Brand Experience. "Our island in the online video game Fortnite opens up new opportunities for dialogue with next-gen target groups and brings the brand to life in the hands of the players. We're particularly excited that BMW is the first brand to be given the opportunity to use the Car Creator in Fortnite to customise a digital vehicle."

The island of "Hypnopolis" is designed as a visionary city with futuristic technology. BMW's branding is subtly integrated and picked up in Easter eggs and game elements. These include the company tractor known as the "Four Cylinder".