Discover more IAA Mobility 2021 highlights
Visitors to joytopia.com could get actively involved in the event via avatars. They were able to dance along, get close to the stage and see the band in action from every angle. Crowd-surfing was even possible.
Coldplay are the perfect partners for the BMW Group’s 2021 IAA Mobility presence, which presents a bold future vision with a focus on electrification, digitalization and circularity.
Fans of both BMW and Coldplay will have noticed that the two have found a common tune. For the worldwide launch of the new all-electric BMW iX and BMW i4, TV commercials worldwide were accompanied by the British band’s hit song Higher Power – a fitting soundtrack for the two new BMW models, driving perfectly in sync with the song’s line “this joy is electric”.
This connection between BMW and the hit band isn’t new. Back in 2014, Coldplay performed at the BMW Welt in Munich for 1,500 fans at the end of their "Ghost Stories Tour”. Now the band - Chris Martin, Jonny Buckland, Will Champion and Guy Berryman - are back and the collaboration moves on, but with a twist.
JOYTOPIA is BMW’s specially created new virtual world – colorful, impressive, fascinating, full of surprises, and designed to offer you a space full of questions, ideas and answers that BMW is re:thinking for a more sustainable future.
And to kick it off with a massive spark, Coldplay added to the experience with a full-scale virtual show, loaded with energy and exclusive to JOYTOPIA visitors.
"Already from our first talks it became clear that Coldplay are connected by a shared set of goals that go beyond marketing,” said Jens Thiemer, Senior Vice President Customer & Brand BMW at the BMW Group, about the collaboration and its digital culmination on the virtual stage.
If you missed the electrifying live event, then don’t worry: you can watch the highlights video above.