DemodernPavestheWayfortheMINIverse
A New Kind of Brand Experience
As part of the future digital strategy, MINI aims to enable a new kind of brand experience for existing and new target groups with its own metaverse. The experience developed for gamescom represents a virtual world consisting of six districts, all centered around the features and special characteristics of the MINI Concept Aceman. The MINIverse does away with traditional avatars and instead places users as vehicles.
In April 2022, MINI decided, as part of a tender, to collaborate with the digital specialists from Demodern, who bring not only their ideas but also years of experience in implementing WebGL-based 3D experiences and have previously successfully executed other metaverse concepts.
Exciting User Experience in WebGL
Demodern Managing Director Kristian Kerkhoff highlights: “With the MINIverse, we want to go beyond what is already available on existing platforms like Decentraland or Roblox. Due to the strategic significance, it was clear to us that this could only be achieved through our own platform, which can then grow in the long term and thus create its own brand universe.”
During development, the focus was therefore on an interactive and easily accessible web experience, tailored to the needs of MINI and convincing with its flexibility and scalability. Visitors discover innovative and individually designed environments together in the web experience, which provide the foundation for a unique and exciting user experience.
Gamification with Mobile-First
The experience also impresses with gamified and interactive elements that allow users to become part of the global MINI community. Steep ramps, varied tracks, and direct interaction with other MINI drivers through chat and emoji functions give the experience an emotional character. To reach as many people as possible, the Demodern team opted for a simple and direct access to the experience, without any registration process. Combined with a mobile-first approach, a broad target group is addressed, which can use the MINIverse in all common browsers as well as directly via social media apps (especially Instagram).
Experience Director Jason Brandt emphasizes: “MINI is known as a brand for seeing many things with a certain wink and having fun. It was therefore clear to us that we wanted to fully exploit the creative potential in metaverse experiences with the MINIverse and create an entertaining user experience with individual environments and designs as well as an innovative technological basis.”
The MINIverse Will Grow
