For the second year in a row, Wi-5 was asked by its founding client, BMW, to deliver a mobile engagement experience at the third FIA Formula E Championship as part of BMW i’s sponsorship of the series as official vehicle partner.
BMW i had a number of its i3 and i8 EVs on show, including the incredible looking BMW i8 Futurism Edition, built by Milan’s Garage Italia Customs. Wi-5 was used to engage with visitors drawn to the BMW i area by these amazing cars, allowing them to request brochures, book test drives and even configure their own i3s and i8s, all via their mobile devices and without the need of any apps, downloads or access to the Internet.
However, the most exciting new feature of Wi-5 to be rolled out at the event was its new triangulation functionality, which measures the positioning and distance of mobile devices entering a Wi-5 enabled space. This anonymised data was gathered from the BMW i area and then reported back in numerous data sets, allowing the generation of reports based on the total number of unique users engaging with Wi-5, the number of repeat users, how many people passed through the area with their devices’ Wi-Fi switched on, the duration of user engagements, user dwell time, the frequency and recency of visitors; as well as heat maps illustrating the flow of visitor traffic around the area, user density and overall user engagement. This additional level of analytics adds a whole host of valuable data to the already burgeoning analytics provided by Wi-5.
Importantly, and inline with Wi-5’s paradigm-setting ability to run completely offline, this new functionality is the only solution of its kind that does not require an active Internet connection.
These exciting new features are furnishing BMW with an even greater understanding of how its customers interact with its display vehicles, which in turn allows it to make empirical decisions relating to both event stand and retail design. These can range from the preferred colours of display vehicles through to which layouts encourage visitors to best explore the cars on show.