MINIverse - Meta + BMW Partnership

Brand Partnership Leadership
Social VR. Social Content. In-Person Activation.

Led Meta's exploration team of 40+ people to orchestrate the MINIverse experience, available in the Meta Quest 2/Pro headsets in Horizon Worlds where fans can select their own unique MINI to customize and battle it out in a gravity defying head to head track race.

Debuting at the 2022 Cannes Lions: International Festival of Creativity, players can try on different racing suits just like the ones worn by the MINI John Cooper Works Race Team in real life, and unlock other MINI vehicles, including a special electric model as they win more races in their quest to top the leaderboard and challenge their friends.

Up to four drivers at a time can feel the rush of driving a MINI as they zip around an exhilarating, gravity defying track. To add to the challenge and fun, there is room for spectators to engage and either help or create chaos - press buttons to flick cars off a ramp, or to block them with “whack-a-mole” style pins, or even to help friends with timely speed boosts.

People could also experience the MINIverse on their mobile phone through a new Facebook and Instagram AR effect that brings the racing experience to the palm of their hand.