TheMINIversepromotespassionfortheMINIbrandasacustom-builtmetaverseandvirtualplayground,especiallyforyoungeraudiences.Ontheoccasionofthenewvehiclemodellaunch,theplatformalsobecomestheprimarywebdestinationforthenewMINIfamily.
Client
MINI (BMW Group)
Industry
Automotive
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
The MINIverse makes MINI tangible, playable, and social.
We wanted to make MINI accessible for the next generation.
The challenge was to rethink the iconic MINI brand for Gen Z while digitally anchoring the launch of the fully electric MINI Family. The goal was to create a central web hub with high reach, strong engagement, and a vibrant community meeting point that functions at events like the IAA.
The result is the MINIverse: a customized, drivable platform with MINI Central as a social hub, drivable minigames, personalized Avacars, and a photorealistic visualizer. Users discover levels, personalize vehicles, and experience product premieres directly in the browser.
We built a drivable, social metaverse.
We developed the engine and experiential twins of the new models.
In clear phases from Discover to Prototyping to Launch, a WebGL experience was created that combines real driving feel with photorealistic vehicles. A synchronized server network enables real interactions for many users simultaneously, felt in the go-kart-like driving behavior of the Avacars.
The visualizer allows users to explore every detail of the new MINI Family directly in the browser. Through close coordination with the product teams, web-optimized, photorealistic twins were created that spark curiosity and foster closeness to the brand.
During the in-game reveal, visitors were seamlessly lifted into a cloud scene to unveil the new MINI Family live. This interactive format replaced traditional livestreams and generated strong social moments and media resonance.
We doubled the reach of the physical event at Gamescom and established the MINIverse as the central web hub for the new MINI Family. The platform enhanced interaction and brand loyalty, generated positive community feedback, and provided a scalable foundation for future campaigns.
The MINIverse has measurably increased reach and community engagement.
The MINIverse is the foundation for future brand generations.