BMW want your ideas
BMW is fast becoming a brand that owns innovation.
It has alot to do with initiatives like BMW i.
“BMW i is the beginning of a new world of visionary mobility: With pure, progressive shapes and lightning performance. With innovative applications and intelligent services. With an unparalleled use of sustainable technology.”
As a part of this, they have started a venture capital company, BMW i Ventures, based in NYC.
“We established the Venture Capital Company BMW i Ventures to have a closer link with groundbreaking mobility solutions, right from the start.” - Ian Robertson BMW Board Member
These guys sniff out and support any ideas that can plug into their platform called BMW Connected Drive.
They have streams of ideas coming in from a heap of places;
Big Apps NYC
A big public competition for the best ideas in Mobility
BMW Guggenheim Lab
It’s described as a mix between an Urban Think Tank, Community Centre and gathering place.
3 structures traveling to 9 cities in 6 years.
They have been credited with finding and funding some great apps so far;
The great thing is BMW are thinking like a software company. They make cars and aim to own everything that goes with the journey.
Innovation comes from more places that Agencies these days. For BMW its coming from everywhere from Silicon Valley, to the guy on the street.
Their leap into this space is leading the way for brands.
It’s gone from brands needing to think like a publisher, to now brands need be a butler. They have to give you whatever you need, before you know you need it.
Exciting times.