> ## Content Index
> Fetch the complete content index at: https://www.protein.xyz/llms.txt
> Use this file to discover other available public pages before exploring further.

# Become Electric
- URL: https://www.protein.xyz/become-electric/
- Published: 2013-11-07T11:39:00.000Z
- Updated: 2025-05-28T11:00:29.000Z
- Description: To promote the launch of the i3, BMW present the world’s first interactive 360° film
- Author: Protein
- Tags: Seeds, Art & Design, Technology, #protein, #Import 2024-06-11 13:25, #author-change-2025-05-28

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9681/8ea1ff18-51d4-4f55-afae-15f17583b0fd.jpg)

As part of the launch of the [BMW i3](http://www.bmw.co.uk/en/new-vehicles/bmw-i/i3/2013/start.html?bmw=1y0aqC210UfEvIDVu84tUGyRmjnBIl&lbmatchtype=e&lbcreative=36123641858&lbnetwork=g&lbkeyword=bmw%20i3&ref=protein.xyz)[ ](http://www.bmw.co.uk/en/new-vehicles/bmw-i/i3/2013/start.html?bmw=1y0aqC210UfEvIDVu84tUGyRmjnBIl&lbmatchtype=e&lbcreative=36123641858&lbnetwork=g&lbkeyword=bmw%20i3&ref=protein.xyz), [Mustard Films](http://mustardlondon.com/?ref=protein.xyz), Tool and [WCRS](http://www.wcrs.com/?ref=protein.xyz) have created the world’s first interactive 360° film: [Become Electric](http://www.youtube.com/watch?v=e4UxNS1eTlg&ref=protein.xyz). Directed by Jason Zada and designed for tablets and smartphones, the film acts as a virtual test drive in which people experience and learn about the car whilst taking part in a 360° action movie.   
  
The clever combination of gaming, interactive film and advertising stems from BMW’s desire for their campaign to be as innovative as the i3 itself – BMW’s first electric car. Yet what’s also interesting is the harnessing of storytelling as a way to encourage deeper brand-engagement – much like Infiniti did with [Deja View](https://www.prote.in/en/feed/2013/10/deja-view?ref=protein.xyz).

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9681/1bb9c53c-9eee-4049-a980-9610e3d78f49.jpg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9681/bc4daf3e-11cd-4911-98f9-2237266682d2.jpg)