The BMWi Active E Electronaut Effect

Electric Vehicle Telemetry Viewer for Brand Ambassador Campaign

The BMW Electronaut campaign was the marketing lynchpin for BMW's electric vehicle pilot program for the United States. Modeled loosely on BMW's earlier Mini Pioneer program, the Electronaut program provided a wide variety of tools and experiences for both electric vehicle aspirationals as well as new BMW EV owners.

Client

BMW of North America

Role

Product Architect

Type

Physical Computing Data Visualization

Agency

kbs+

The Electronaut Effect website was the final component of this groundbreaking 2-year integrated campaign. The Electronaut Effect website allowed BMW EV owners to create a customized, web-based vehicle analytics dashboard containing metrics transmitted from the in-vehicle computer onboard their BMW Active E. In addition to viewing their own personal vehicle data, owners could also opt-in to share their data with other Electronauts and compete in online leaderboards for everything from "most miles driven in one day" to "total money saved" over the course of their EV ownership.

I worked hand-in-hand with data scientists at BMW's Munich headquarters to develop the data schemas and algorithms that powered the site, culling meaningful, relevant data visualizations from a mountain of vehicle and government data, while simultaneously working with agency-side iXD, art directors and front/back end developers to develop the dashboard interface and API layer to support the experience.