BMW iX3 Neue Klasse Launch at IAA ‘25

A whole new way of seeing a car launch.

A new era deserves a different POV – yours.

The launch of the iX3 at IAA Mobility in Munich marked the start of a new era for BMW – the first vehicle of it’s new Neue Klasse generation. In a category saturated with polished car reveals, we flipped the script to find a new perspective.

Instead of broadcasting the launch to our audience, they experienced it through the point-of-view of creators, drivers, and designers in real time, leading up to one big world premier – the biggest reveal moment of a car on social, ever.

Uniting generations of EV innovators through interactive storytelling

The campaign targeted both BMW loyalists and next-generation audiences passionate about innovation, design, and EVs – people who expect authentic, interactive storytelling and want to experience a brand moment rather than just watch it.

By collaborating with trusted creators and empowering them to share their own perspectives, BMW transformed the launch into a community-driven experience that connected fans across generations.

From brand-led to community-led storytelling

Rooted in BMW’s long-term brand platform ‘Freude am Fahren’ (“Sheer Driving Pleasure”) and the campaign line “The first of a new era,” the launch brought our vision of a different perspective to life using Ray-Ban Meta glasses as a storytelling tool.

We handed the perspective to creators, drivers, and designers, shifting from brand-led to community-led storytelling.

The grand unveiling of the BMW iX3 – A different POV

We captured the global unveiling of the BMW iX3 from the driver’s perspective as it took the stage for the first time. Using Ray-Ban Meta Glasses, social audiences experienced the reveal in real time — unfiltered, immediate, and from inside the car.

The single take turned a polished spectacle into the biggest car reveal on social ever, generating over 10.8 million organic views.

293 Million

...impressions and views, driven by live moments, creator POVs, and authentic storytelling formats.

5 Million

...engagements with an average 1.82% engagement rate, reflecting strong audience interaction.

76%

...positive sentiment, reinforcing the success of a more human and community-driven narrative.

A different POV through multi-channel, connected storytelling

The storytelling journey began on Instagram, with pre-communication assets celebrating BMW’s heritage – filmed through Ray-Ban Meta glasses to hint at the “new perspective” to come.

Creators & Influencers

A PR box containing Ray-Ban Meta glasses and personalised event invites connected the digital and physical experience – making creators part of the story from the very first touchpoint.

Behind-the-scenes: Sergi from @SupercarBlondie hosted a POV Instagram Live using Ray-Ban Meta glasses on BMW’s channel – one of the first creator-led POV car reveals ever streamed live.

Instagram Live: @mintlikescars and @pwuftalkscars extended the story with their own POV content via reels, mixed-media carousels, and a joint Instagram Live session at IAA, giving followers a real-time, on-the-ground look at the event and amplifying the reveal through their authentic perspectives.