Munich
/
Boom. The Tomorrowland festival, staged annually in
the Belgian town of Boom near Antwerp, is one of the world’s most
popular and spectacular live events for fans of electronic dance
music. Following on from last year’s successful partnership, the
Europe-wide collaboration between BMW and the ultra-cool music
festival is now entering a new phase. As part of this latest venture,
music lovers all over Europe will have the chance to generate their
own dance hits with the help of artificial intelligence (AI) and share
them on their social media channels.
By using AI in its first pan-European social media campaign, BMW is
once again underlining the premium carmaker’s role as a driver of
innovation. Working together with The Marcom Engine, the BMW Group’s
European agency platform, while making creative use of the latest
technology, BMW has devised an unprecedented music experience.
The innovative form of sound exploration available at futurerecord.ai
invites all electronic dance music aficionados to create their own
personalised song under the banner “Track to Tomorrow”. It starts with
a chatbot conversation during which the user is asked a series of
questions – about their preferred music genre and tempo, for instance,
as well as their current mood and visions for the Tomorrowland
festival. By assigning musical elements to each answer, the AI mixes a
very personal “Track to Tomorrow” for each participant based on their
input. The answers are also used to generate unique lyrics for the
track via a ChatGPT interface, and these are then displayed in the
application in time with the beat.
Innovative and unique content encourages sharing on social media.
The finished “Track to Tomorrow” is further embellished by the
addition of high-impact cover artwork – also created by artificial
intelligence – and can be shared directly from the AI application
using a link. There is also a facility for downloading various assets
for social media. These include a video containing both the
AI-generated imagery and the audio track that is ideal for sharing on
TikTok, Instagram Reels and YouTube Shorts, in particular. The option
of adding an intro with a dedication before the song is another
incentive that further enhances the shareability of this unique content.
In this way, the company’s first ever Europe-wide social media
campaign will see content being created and shared in all European
markets before, during and after the actual event. The campaign will
be accompanied by influencer activation and an inventive marketing
strategy on TikTok. The first pan-European social media campaign is
therefore set to showcase the power of the European social hub at the
same time as feeding into the perception of BMW as an innovative brand.
The futurerecord.ai
website went live on 17 September 2022.
