BMW is taking its successful co-creation initiative to a new level with the market launch of the two fully electric BMW iX and BMW i4 vehicles.

The initiative, titled 'Moving Minds', combines strong content ideas with social media stars such as podcaster and sustainability Activist Gemma Styles; twice Grammy-nominated Artist, DJ and Music Producer Steve Aoki; and Entrepreneur, Model, Actor and Artist Luka Sabbat.

'Moving Minds' focuses on the latest BMW i models. Together with the brand, the partners present the two new electric BMW iX and i4 vehicles to a broad digital audience. 'Moving Minds' comprises 11 strong-minded personalities from various social fields such as art, music, fashion, lifestyle, sustainability and technology who put the two models through their paces over six months and post their experiences on social media.

All the co-creators will share a 'Big Picture' on their channels starting from 13 November 2021 to kick off this campaign. Their combined social community reaches a total of around 75 million fans. 'Moving Minds' will be using the #bornelectric hashtag to present the BMW iX and the BMW i4 to their followers from their own personal perspective over the coming weeks. BMW will also publish selected posts on its social media channels.