BMW ActiveE: A Social Experiment Shaping the Future of Mobility
To launch BMW's first-ever all-electric vehicle, we began a process called Collective Engineering, starting with a series of documentaries about the future of mobility, then leading into the recruitment of drivers, who we called Electronauts. The video below explains it all, which beats reading more paragraphs like this one.
“The Electronauts: Hold Tight”
“The Electronauts: Zoomer”
And We're Off: Electronauts
After Electronauts had been in their ActiveEs for a few months, we filmed (with me as Director) several of them in New Jersey and San Francisco to share their experiences. These videos would offer an authentic voice about the exhilaration of driving an electric BMW—and help generate excitement for the upcoming all-electric BMW i3. Above are just two examples.
The Electronaut Effect
A year after getting behind the wheel of their BMW ActiveEs, we launched a site where Electronauts could log in and explore driving data automatically transmitted from their cars. A leaderboard system added a competitive element. A few examples follow.
