Formula E is the ground-breaking FIA single-seater championship and the world’s first fully electric racing series, with cars competing on temporary city-centre circuits to create a unique and exciting race series designed to appeal to a new generation of motorsport fans.
The inaugural season began in Beijing in September 2014, with the series competing in 10 of the world’s leading cities before ending in London’s Battersea Park in June 2015.
Although BMW isn’t currently one of the 10 teams competing in the championship, as a sponsor it’s fully behind Formula E’s aims to represent a vision for the future of the motor industry, serving as a framework for R&D around electric vehicles and accelerating general interest in these cars, whilst promoting clean energy and sustainability.
The championship’s three core values of Energy, Environment and Entertainment — all combining to drive the change towards an electric future — make the sport an ideal platform through which to showcase BMWi’s range of sustainable green cars.
The final race at Battersea Park was thus treated to a sizeable outdoor showroom, showing off the i3 and i8 models to Formula E fans, with each vehicle connected to our mobile engagement technology, Wi-5.
By navigating to their device’s Wi-Fi settings and connecting to a named network, e.g. #BMW i8, attendees were able to access rich multimedia content relating to the car on display and request delivery of a printed brochure for any one of 36 different models from the current lineup. All of this was possible regardless of device type and without the need for any downloads or an active Internet connection.
Captured data was delivered to BMW daily in a format compatible with its existing customer database for a seamless backend integration.
This event marked another successful implementation of Wi-5 for BMW, which is now using the technology across many of its marketing and advertising channels.
Events, Experiential, Wi-5